en تخصصي Special Review (Meta-synthesis) <div style="text-align: justify;"><span style="font-size:12px;"><span style="font-family:Times New Roman;"><span style="line-height:normal"><b><span style="color:#002060">Introduction</span></b>: Brand hatred, as an intense form of negative consumer emotion, poses serious ethical and managerial challenges for companies. Beyond economic consequences, brand hatred often arises from unmet ethical responsibilities, such as failure in fairness, transparency, social responsibility, and environmental considerations. Addressing these issues is crucial to fostering trust and sustaining long-term consumer-brand relationships.</span><br> <span style="line-height:normal"><b><span style="color:#002060">Material and Methods:</span></b> This research employed a meta-synthesis of 91 relevant studies from the Scopus database and integrated expert insights from 23 industry leaders. Using the DEMATEL technique, the study developed a conceptual model to identify causal and dependent factors influencing the reduction of brand hatred in the Iranian home appliance sector.</span><br> <span style="line-height:normal"><b><span style="color:#002060">Results:</span></b> Ten key factors were identified, clustered into three main dimensions: customer relationship management (e.g., communication quality, complaint handling, after-sales service), extra-organizational ethics (e.g., social responsibility, environmental approach), and internal process management (e.g., timely delivery, fair price-quality proportion, innovation). Among them, ethical considerations such as social responsibility, environmental accountability, and fairness in pricing were found to be highly influential drivers of reducing brand hatred.</span><br> <b><span style="line-height:107%"><span style="color:#002060">Conclusion:</span></span></b><span style="line-height:107%"> The study demonstrates that ethical responsibility is not peripheral but central to reducing brand hatred. Managers in the home appliance industry can mitigate negative consumer sentiments by prioritizing ethical principles alongside operational excellence. This ethical orientation fosters positive consumer experiences, strengthens brand trust, and enhances sustainable brand-consumer relationships.</span></span></span></div> Ethical dimension, Brand Aversion, Home Appliance Industry 36 48 http://ijethics.com/browse.php?a_code=A-10-407-1&slc_lang=en&sid=1 Azadeh Zahiri azadeh.zahiri@iau.ac.ir 10031947532846003828 0009-0008-7298-2417 No Ph.D. Student of Business Management, Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran Ali Pirzad ali.prizad@iau.ac.ir 10031947532846003829 10031947532846003829 Yes Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran Seyed Najmedin Mousavi mousavi.n@iau.ac.ir 10031947532846003830 10031947532846003830 No Department of Business Management, Faculty of Management and Economics, University of Lorestan, Lorestan, Iran