Social media storm in China; Dolce & Gabbana marketing campaign perceived to be a racist
Updated: Feb 7, 2019
"Our Instagram account has been hacked. So has the account of Stefano Gabbana." Marc, Festscherin, Professor of Marketing at Rollins College, published a paper dealing with an issue of the brand hate. He claims that brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of-mouth, brand retaliation). Seeing as Chinese support can make or break a brand's performance, how the label #DolceGabbana manages the controversy will be critical for its future success in the market.
