Drivers and Outcomes of Brand Hate in the Tourism Sector

Document Type : Original Article

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Faculty of Tourism and Hotels, University of Sadat city

Abstract

Brand hate is considered as the most extreme and consecutive negative emotion toward brands which associated with various types of negative behavioral outcomes. Although the importance of the brand hate topic, the majority studies of customers' emotions towards brand were focused on positive emotions, while little researches focused on negative ones. Therefore, the purpose of this research is to explore and understand the brand hate and measure its drivers and outcomes among consumers in the Egyptian tourism sector. In this study, we develop and test a model that reshapes the interrelationship between the study variables. Structural Equation Model (SEM) is utilized to test the validity of the proposed model. The study is based on a quantitative methodology where 162 questionnaires were distributed. LISREL 8.80 program is used to test the theoretical model. The results reveal that experiential avoidance, identity avoidance and moral incompatibility are considered drivers of tourism products/services brand hate. Moreover, tourism products/services brand hate outcomes are identified as brand avoidance, negative word of mouth and brand revenge.

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