The national rugby league and the Bundesliga: a study of brand hate

Simon Beermann, Kirstin Hallmann, Geoff Dickson, Michael E. Naylor
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Abstract

Purpose

This study examined brand hate within the context of the (German) Bundesliga and (Australian) National Rugby League (NRL). The study pursued two research questions: (1) What types of brand hate were expressed towards the Bundesliga and the NRL? (2) To what extent did hateful comments attract more likes than non-hateful comments?

Design/methodology/approach

Brand hate was studied in the context of competition restrictions in 2020 due to the Covid-19 pandemic. We analysed reader comments posted below online articles published in three German (119 articles and 8,975 comments) and three Australian online newspaper articles (116 articles and 4,858 reader comments). The data were analysed deductively.

Findings

Non-parametric tests found that all types of brand hate were expressed. Approximately 85% of the hateful comments were mild, or more specifically, cold (n = 445 or approximately 53%), or cool (n = 250 or approximately 30%), or hot (n = 20 or approximately 2%). Hateful comments attracted more likes than non-hateful comments.

Originality/value

This study advances our understanding of how negative brand perceptions underpin an extreme negative emotional reaction in the form of brand hate. The empirical evidence enables brand managers to better address disgusted, angry, or contemptuous consumers (or stakeholders) and consider whether the feeling is enduring, strong or weak, and linked to either aggressive or passive behaviours.

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国家橄榄球联赛和德甲联赛:品牌仇恨研究
目的 本研究以(德国)德甲联赛和(澳大利亚)国家橄榄球联盟(NRL)为背景,探讨了品牌仇恨问题。研究提出了两个问题:(1) 对德甲联赛和 NRL 表达了哪些类型的品牌仇恨?(2) 仇恨性评论在多大程度上比非仇恨性评论吸引了更多的赞?设计/方法/途径在 2020 年因 Covid-19 大流行而限制比赛的背景下研究了品牌仇恨。我们分析了读者在三篇德国网络文章(119 篇文章和 8975 条评论)和三篇澳大利亚网络报纸文章(116 篇文章和 4858 条读者评论)下面发表的评论。结果非参数检验发现,所有类型的品牌仇恨都有表达。大约 85% 的仇恨评论是温和的,或者更具体地说,是冷的(n = 445,约占 53%),或者是凉的(n = 250,约占 30%),或者是热的(n = 20,约占 2%)。与非憎恨性评论相比,憎恨性评论吸引了更多的赞。实证证据使品牌管理者能够更好地应对厌恶、愤怒或蔑视的消费者(或利益相关者),并考虑这种情绪是持久的、强烈的还是微弱的,与攻击性行为还是被动行为有关。
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