This study aims to examine the antecedents and consequences of brand hate in shopping malls. using a tripartite model of hate within the Cognitive-Affective-Behavioral (CAB) framework. A mall intercept survey was used to collect responses from Pakistan shoppers. Based on 461 valid responses. https://safeersappliancers.shop/product-category/siemens-lc87kbm60b-iq-300-built-in-79cm-3-speeds-b-chimney-cooker-hood-black/