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.

中文翻译：

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国家橄榄球联盟和德甲联赛：品牌仇恨研究

 目的

这项研究调查了（德国）德甲联赛和（澳大利亚）国家橄榄球联盟（NRL）背景下的品牌仇恨。该研究提出了两个研究问题：(1) 对德甲和 NRL 表达了哪些类型的品牌仇恨？ (2) 仇恨评论在多大程度上比非仇恨评论更能吸引点赞？

设计/方法论/途径

品牌仇恨是在 2020 年因 Covid-19 大流行而限制竞争的背景下进行的研究。我们分析了以下发布的读者评论：三篇德语在线文章（119 篇文章和 8,975 条评论）和三篇澳大利亚在线报纸文章（116 篇文章和 4,858 条读者评论）。对数据进行演绎分析。

 发现

非参数测试发现，所有类型的品牌仇恨都被表达出来。大约 85% 的仇恨评论是温和的，或者更具体地说，冷漠（ n = 445 或约 53%）、酷（ n = 250 或约 30%）、或热（ n = 20 或约 2%）。仇恨评论比非仇恨评论吸引更多的点赞。

 原创性/价值

这项研究加深了我们对负面品牌认知如何以品牌仇恨的形式支撑极端负面情绪反应的理解。经验证据使品牌经理能够更好地应对厌恶、愤怒或轻蔑的消费者（或利益相关者），并考虑这种感觉是否持久、强烈或微弱，以及与攻击性或被动行为相关。