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From brand ambassadors to brand adversaries: antecedents of luxury employee brand hate

Author

Listed:
  • Alice Guzzetti

    (Unicatt - Università cattolica del Sacro Cuore [Milano])

  • Annachiara Docimo

    (Unicatt - Università cattolica del Sacro Cuore [Milano])

  • Glyn Atwal

    (BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC))

  • Klaus Heine

    (EM - EMLyon Business School)

Abstract

Purpose: This study investigates how intense dissatisfaction among frontline employees in the luxury retail sector leads to negative brand-oriented behaviours, conceptualized as employee brand hate. Design/methodology/approach: A database of 2,721 negative employee reviews from Glassdoor.com was analysed using opinion mining, semi-supervised machine learning techniques and regression analysis. Findings: The analysis of employee-generated content identified ten key drivers of negative word-of-mouth. These drivers were further examined through category ranking and comparative analyses across variables such as employee seniority and department. Practical implications: Key issues identified from the employees' perspective provide actionable strategic priorities for mitigating brand hate and strengthening internal brand perceptions. Originality/value: This study extends the brand hate literature by examining employee-driven negative brand-oriented behaviours in the luxury retail sector.

Suggested Citation

  • Alice Guzzetti & Annachiara Docimo & Glyn Atwal & Klaus Heine, 2026. "From brand ambassadors to brand adversaries: antecedents of luxury employee brand hate," Post-Print hal-05704526, HAL.
    • Handle: RePEc:hal:journl:hal-05704526
    DOI: 10.1108/ER-06-2025-0436
    Note: View the original document on HAL open archive server: https://hal.science/hal-05704526v1
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