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The chopsticks debacle: how brand hate flattened Dolce & Gabbana in China

Author

Listed:
  • Glyn Atwal

    (ESC [Rennes] - ESC Rennes School of Business)

  • Douglas Bryson

    (ESC [Rennes] - ESC Rennes School of Business)

  • Maya Kaiser

Abstract

Purpose The purpose of this study is to investigate the development of brand hate based on the case of Italian luxury fashion house Dolce & Gabbana in China. Design/methodology/approach The strategy adopted in this study is a single in-depth case study. Qualitative methods are applied in both the data collection and analysis. Findings The findings identified six distinct stages through which brand hate can develop: awareness, anger, amplification, antagonism, action and apathy. Research limitations/implications The case is specific to a luxury brand and the Chinese cultural context. Practical implications Practitioners need to consider how business strategies can be adapted to manage the six stages of the manifestation of brand hate. A "proactive" approach is needed to avoid arousing brand hate, while a "reactive" approach is needed to manage its potential ramifications. Originality/value There has been a paucity of anti-consumption research within the business strategy literature. To the best of the authors' knowledge, the focus on China makes this the first study to investigate brand hate within a Chinese cultural context.

Suggested Citation

  • Glyn Atwal & Douglas Bryson & Maya Kaiser, 2020. "The chopsticks debacle: how brand hate flattened Dolce & Gabbana in China," Post-Print hal-03519849, HAL.
    • Handle: RePEc:hal:journl:hal-03519849
    DOI: 10.1108/JBS-07-2020-0160
    as

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    Cited by:

    1. Sameeni, Maleeha Shahid & Qadeer, Faisal & Ahmad, Wasim & Filieri, Raffaele, 2024. "An empirical examination of brand hate influence on negative consumer behaviors through NeWOM intensity. Does consumer personality matter?," Journal of Business Research, Elsevier, vol. 173(C).
    2. Raphael Odoom & John Paul Basewe Kosiba & Priscilla Teika Odoom, 2024. "Brand hate experiences and the role of social media influencers in altering consumer emotions," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 529-542, September.

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