Abstarct: This research aims to conduct an in-depth investigation into the growing phenomenon of brand hatred, identifying its influencing factors, and analyzing its extensive consequences on brand performance. In today's competitive and dynamic world, brands face complex challenges in maintaining and increasing their market share. One of the most significant challenges is the emergence of hatred among some customers towards the brand. This negative sentiment, rooted in various factors, can quickly spread among the customer community and severely damage the brand's reputation, customer trust, and ultimately the entire business. Brand hatred not only leads to decreased sales and market share but also increases marketing costs and makes the process of restoring customer trust extremely difficult. The objective of this study is to identify categories, concepts, and present a model of brand hatred and its consequences. A total of 1284 articles on brand hatred and its consequences were examined, and finally, 50 articles were selected and analyzed using a content analysis tool that includes the seven-step process of Sandelowski and Barroso (2006) to extract 39 unique codes related to the factors influencing brand hatred and 17 unique codes related to its consequences. The factors were categorized into 14 concepts and 5 categories, and the consequences were categorized into 2 concepts and one category. Finally, the 50 selected researches were analyzed using coding, and 5 categories were identified, including identity violations, experiential violations, production violations, ethical violations, and psychological factors. To determine the importance and priority of each identified code, Shannon entropy was used, and it was revealed that the codes "past negative experiences, ideological and symbolic incompatibility, and lack of social responsibility of the brand" have the highest importance among the factors influencing brand hatred, and also the codes "negative word-of-mouth, brand avoidance, and brand complaints" have the highest probability of occurrence in the consequences resulting from brand hatred.