IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04678441.html
   My bibliography  Save this paper

A dynamic and comprehensive analysis of the trajectories of destination brand hate following a negative experience

Author

Listed:
  • Zeineb Farhat

    (ISC Paris - Institut Supérieur du Commerce de Paris)

  • Damien Chaney

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

Abstract

This paper explores how destination brand hate develops over time after a negative experience. Drawing on the trajectory method, participants were asked to graphically trace the course of their negative feelings toward destinations and to discuss the drivers and consequences of those feelings. This study identifies four types of trajectories of brand hate: "revenge for destination's complete failure," "avoidance due to environmental discontent," "forgiveness beyond control," and "resilient destination devotion." These four types of trajectories differ in the factors that lead to hate, in the duration of feelings of hate over time as well as in the consequences of hate.

Suggested Citation

  • Zeineb Farhat & Damien Chaney, 2024. "A dynamic and comprehensive analysis of the trajectories of destination brand hate following a negative experience," Post-Print hal-04678441, HAL.
    • Handle: RePEc:hal:journl:hal-04678441
    DOI: 10.1080/10548408.2024.2309543
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04678441. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.