To read this content please select one of the options below:

The national rugby league and the Bundesliga: a study of brand hate

Simon Beermann (Institute of Sport Economics and Sport Management, German Sport University Cologne, Koln, Germany)
Kirstin Hallmann (Institute of Sport Economics and Sport Management, German Sport University Cologne, Cologne, Germany)
Geoff Dickson (La Trobe University, Melbourne, Australia)
Michael E. Naylor (School of Sport and Recreation, Auckland University of Technology, Auckland, New Zealand) (Institute for Sport Business, Loughborough University London, London, UK)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 19 June 2024

Issue publication date: 21 August 2024

170

Abstract

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.

Keywords

Citation

Beermann, S., Hallmann, K., Dickson, G. and Naylor, M.E. (2024), "The national rugby league and the Bundesliga: a study of brand hate", International Journal of Sports Marketing and Sponsorship, Vol. 25 No. 4, pp. 950-969. https://doi.org/10.1108/IJSMS-07-2023-0145

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles