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

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.
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Submitted on : Monday, January 10, 2022 - 4:51:09 PM
Last modification on : Tuesday, January 11, 2022 - 3:31:03 AM




Glyn Atwal, Douglas Bryson, Maya Kaiser. The chopsticks debacle: how brand hate flattened Dolce & Gabbana in China. Journal of Business Strategy, Emerald, 2020, 43 (1), pp.37-43. ⟨10.1108/JBS-07-2020-0160⟩. ⟨hal-03519849⟩



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