This research adapted Stemberg's (2003) triangular theory of hate to explore consumer brand relationships. Authors discussed that the protean character of Consumer brand relations (CBRs) in negative way has not been explored by prior conceptualizations in consumer research. The study conceptual scheme, in conformity with Stemberg's theory, was centred on the view that three psychological processes such as motivation, cognition, and emotion interact in several combinations to govern the nature of consumers' relations with brands. Authors' conceptualized eight kinds of CBRs by considering every combination of the three underlying psychological components. Authors have adopted the scale of hate from interpersonal relationship literature and tested it in context of consumer brand relationship. The managerial and theoretical implications, limitations, and future research directions are discussed in detail.