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The Dynamics of Brand Hate During a Social-Political Conflict: Empirical Evidence From Moroccan Consumers During the 2023 War on Gaza
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Author(s): Mohamed Assoud (Hassan First University of Settat, Morocco)and Lahoucine Berbou (Hassan First University of Settat, Morocco)
Copyright: 2026
Pages: 36
Source title:
Reinventing Corporate Strategy for Competitive Advantage
Source Author(s)/Editor(s): Ricardo Marcao (NECE-UBI, ISLA Santarem, Polytechnic University, Portugal), Vasco Santos (IPT, NECE-UBI, GOVCOOP, CiTUR, IPL, ISLA Santarém, Polytechnic University, Portugal)and Ruben Pinhal (GOVCOPP, ISCA, University of Aveiro, Portugal & ISCET, Portugal)
DOI: 10.4018/979-8-3373-5428-6.ch007
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Abstract
This study examines the antecedents of attitudinal and behavioral brand hate among Moroccan consumers during the 2023 Gaza conflict, focusing on geopolitical tensions. Using a quasi-experimental design with 520 respondents, findings reveal that symbolic incongruity, ideological incompatibility, and subjective norms drive attitudinal hate, while negative experiences influence behavioral hate. The conflict amplifies ideological incompatibility, intensifying hate levels. This research pioneers the exploration of socio-political conflict as a situational variable, demonstrating how macro-environmental factors shape brand-consumer relationships. Practical implications highlight the need for aligning brand values with consumer ideologies and employing proactive strategies, such as brand audits and sentiment analysis. While context-specific, these findings contribute to advancing strategic marketing in emerging markets by providing a framework to understand brand hate dynamics and actionable insights for managing brand relationships in culturally diverse and volatile environments.
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