{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,12,23]],"date-time":"2025-12-23T05:34:22Z","timestamp":1766468062743,"version":"3.48.0"},"reference-count":106,"publisher":"Emerald","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>This study aims to investigate brand hate semiotics among Muslim and Arabic-speaking consumers during the 2023 war on Gaza, exploring traits associated with hated and boycotted brands within a sociopolitical context.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>The research uses semiotic analysis and a netnographic approach to examine 3,000 public consumer-generated content linked to the hashtag #\u0642\u0627\u0637\u0639 (boycott in Arabic) from Instagram and Facebook.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>Brands such as McDonald\u2019s, KFC, Coca-Cola and Starbucks, which were subjected to hate and boycotts, are linked to negative associations and narratives, including The Stranger, The Faceless Foe, The Enemy of God and The Criminal. User-generated content significantly influences brand boycotts among Muslim and Arabic-speaking consumers.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Research limitations\/implications<\/jats:title>\n                    <jats:p>Future research should explore additional sociopolitical contexts and demographics to generalize the findings further.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Practical implications<\/jats:title>\n                    <jats:p>Understanding the semiotic drivers of brand hate can help marketers develop effective crisis management and brand recovery strategies tailored to specific cultural contexts.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Social implications<\/jats:title>\n                    <jats:p>The findings highlight the impact of sociopolitical events on consumer behavior, emphasizing the need for brands to be aware of their cultural and ethical stances in global markets.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>This research contributes to brand hate theory by using the \u201chate as a story\u201d lens, offering a unique theoretical perspective. It systematically explores the semiotic aspects of brand hate and pioneers\u2019 semiotic analysis and netnography in this field. The study also addresses the underrepresentation of Muslim and Arabic-speaking consumers in brand hate literature.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/jima-11-2023-0382","type":"journal-article","created":{"date-parts":[[2025,12,23]],"date-time":"2025-12-23T04:38:45Z","timestamp":1766464725000},"page":"1-35","source":"Crossref","is-referenced-by-count":0,"title":["Brand hate semiotics: hate as a story theory. Netnographic approach during the war on Gaza"],"prefix":"10.1108","author":[{"given":"Mohamed","family":"Assoud","sequence":"first","affiliation":[{"name":"Hassan First University of Settat Department of Marketing and Communication, National School of Business and Management, , Settat,","place":["Morocco"]}]},{"given":"Lahoucine","family":"Berbou","sequence":"additional","affiliation":[{"name":"Hassan First University of Settat Department of Management and Marketing, LA-TIM (Research Laboratory in Transformation and Management Innovation), National School of Commerce and Management (ENCG-Settat), , Settat,","place":["Morocco"]}]},{"given":"Luis S\u00e9rgio","family":"Vieira","sequence":"additional","affiliation":[{"name":"University of Algarve University Center for Research in Psychology, Faculty of Human and Social Sciences, , 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