modelling and ranking the antecedents of brand hate among customers of home appliance

The main purposes of this study are identification, modeling and ranking of factors influencing the brand hate.  to do this, mixed approaches of qualitative and quantitative have used. in the qualitative approach, the grounded theory method has considered. hence, the opinions of 18 sale managers in the field of home appliance, as experts, collected and analyzed. the results of analyzing in 3 steps of grounded theory with maxqda software revealed that 14 variables affect the brand hate which are placed in 3 groups of casual condition, external factors and main variables. the results of this section was approved by 10 indicators of strauss and corbin. in the next section, for understanding the importance and rank of each variables in brand hate, topsis method has used. the results of this section showed that among main variables, experimental avoidance; among casual condition, marketing and advertisement and among external factors, competition had highest importance.