Managing Brand Hate in the Airline Industry: Strategies for Mitigating Negative Consumer Perceptions

Document Type : Original article

Authors

1 Department of Management, Faculty of Economics and Management of Sfax, University of Sfax, Sfax, Tunisia.

2 Department of Management, The Institute of Advanced Business Studies of Sfax, University of Sfax, Sfax, Tunisia.

10.22059/jcss.2025.392419.1136

Abstract

Background: The airline industry is highly competitive and service-oriented, making it particularly vulnerable to customer dissatisfaction and brand hate. Brand hate, defined as intense negative emotions toward a brand, can lead to consumer retaliation, boycotts, and long-term reputational damage in airline context.
Aims: This study explores effective strategies for managing brand hate in the airline industry.
Methodology: Using a dual-method qualitative approach, we conduct (1) a netnographic analysis from the consumer perspective and (2) five semi-structured interviews with airline managers, analyzed using Lexico 3.
Findings: Our findings identify five key strategies for mitigating brand hate. Consistent with prior literature, we confirm that management processes and brand recovery are valuable for addressing short-term customer complaints. Additionally, we propose novel long-term strategies, including benchmarking and competitive intelligence, workplace control, and enhanced security measures. In fact, by integrating insights from both customers and brands, this research deepens the understanding of hate management and highlights the severe repercussions of consumer attrition for airline companies.
Conclusions: Our study emphasizes the need for proactive interventions and equips managers with actionable strategies to reduce brand hate, repair customer relationships in digital environments, and enrich the literature on crisis management and relationship between consumer and brand.

Keywords

Main Subjects

References

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Journal of Cyberspace Studies
Volume 9, Issue 2
July 2025
Pages 391-414

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