This study investigates the dynamics and antecedents of Negative Consumer–Brand Relationships (NCBR), an emerging area in consumer behavior research that contrasts with the extensive focus on positive brand interactions. The literature on consumer–brand relationships has primarily concentrated on favorable constructs like brand loyalty and attachment. However, negative relationships—such as brand hate, avoidance, and anti-consumption—reveal a complex spectrum of consumer sentiment that can significantly impact brand reputation and consumer engagement. Through a systematic literature review employing the SPAR-4-SLR protocol and TCCM framework, this research organizes and synthesizes insights from elite ABS-ranked journals. Key findings identify unmet expectations, ethical transgressions, and identity incongruence as primary drivers of NCBR. These factors often lead to adverse consumer behaviors, including negative word-of-mouth, brand boycotts, and decreased loyalty. Methodologically, this field is dominated by quantitative approaches, highlighting a need for more qualitative and longitudinal studies to deepen understanding of these adverse relationships’ emotional and behavioral aspects. The review also suggests the applicability of Crisis Management and Attribution Theories in addressing NCBR, emphasizing the role of proactive crisis communication and ethical alignment. This work aims to bridge knowledge gaps by providing a structured overview of NCBR drivers, implications, and potential brand strategies to mitigate consumer negativity, ultimately contributing to more resilient brand management in complex consumer landscapes.