Introducing destination brand hate: an exploratory study

Photo : Introducing destination brand hate: an exploratory study

Brand hate is a relatively new concept in the literature that aids understanding of the intense negative feelings of consumers toward brands. While research has applied this concept to product brand contexts, it has received little attention in the tourism sector.

Thus, the purpose of this study is to conceptualize the notion of destination brand hate. Through a qualitative study with 20 semi-structured interviews, we propose a definition of destination brand hate and identify three sets of antecedents (experience-related, individual-related, and destination-related antecedents) and two sets of consequences (behavioural and cognitive consequences).

This study contributes to the literature on the relationships between tourists and places by demonstrating that these relationships can also be based on the most extreme negative emotion – hate.

The research of Damien Chaney.

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    Damien Chaney Damien Chaney is a Professor of Marketing. He joined EM Normandie in 2020. He has a PhD awarded in 2008, and a research supervision accreditation (HDR) awarded in 2016 from the l’Université de Bourgogne. His doctoral thesis covers a didactic approach to cognitive convergence between managers and consumers. His research interests include the sociology of markets (including institutional dynamics, social assessments of markets and companies and discursive approaches), experiential marketing (special consumer experiences such as brand festivals or galleries, and the impacts of these experiences on the brand-consumer relationship), and consumer behaviours (pre- and post-purchase behaviours, co-production behaviours including crowdfunding). He has published in leading academic journals including the Journal of Business Research, Industrial Marketing Management, Journal of Travel Research, Marketing Theory, Technological Forecasting and Social Change and also the European Journal of Marketing.

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