Joining the Anti-Brand Communities on the Internet: Who and Why

Joining the Anti-Brand Communities on the Internet: Who and Why

This paper aimed to empirically deepen our understanding of the growing phenomenon of negative consumer-brand relationships in the Internet, striving to investigate “who and why” consumers join anti-brand communities against the top ten global brands. In particular, this study aims to investigate wh...

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Bibliographic Details
Main Authors: Amélia Brandão, Paolo Popoli, Inês Passos Tomás
Format: Article
Language:English
Published: Editura Universităţii „Alexandru Ioan Cuza” din Iaşi / Alexandru Ioan Cuza University of Iasi Publishing house 2022-03-01
Series:Scientific Annals of Economics and Business
Subjects:
negative feelings
negative consumer-brand relationships
brand hate
anti-brand communities
social networks
Online Access:http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1348

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