This study presents a systematic literature review on negative consumer–brand relationships (NCBR), a domain that remains underexamined compared to the extensive academic literature on positive brand dynamics such as loyalty, attachment, and brand love. Drawing from 58 peer-reviewed articles published in elite ABS-ranked journals, the review focuses on key constructs including brand hate, brand avoidance, anti-consumption, and negative word-of-mouth. The analysis follows the SPAR-4-SLR protocol and is structured through the TCCM framework (Theories, Contexts, Characteristics, and Methods). Findings reveal three core antecedents of NCBR: unmet expectations, perceived ethical violations, and identity incongruence. The review also identifies a prevailing reliance on quantitative methods, underscoring a need for deeper emotional and longitudinal approaches. Theoretically, the study consolidates the roles of Attribution Theory and Crisis Management Theory while highlighting the potential of emerging frameworks such as Emotional Regulation Theory. From a managerial perspective, it emphasizes the importance of ethical alignment, transparent communication, and value-based positioning. This review contributes to advancing conceptual clarity and offers a foundation for future research on the adverse dimensions of consumer–brand interaction.