{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,6]],"date-time":"2026-02-06T02:39:32Z","timestamp":1770345572982,"version":"3.49.0"},"reference-count":99,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2023,3,7]],"date-time":"2023-03-07T00:00:00Z","timestamp":1678147200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["EBR"],"published-print":{"date-parts":[[2023,3,30]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>This paper aims to investigate whether brand anthropomorphism has a direct impact on brand hate and what are the prevailing factors that play a significant role in this relationship.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>This study provides insights on brand anthropomorphism phenomenon and negative consumer\u2013brand relationships in the context of social media-based anti-brand communities. Using a quantitative analysis of the data gathered from an online survey, this study analyzes brand anthropomorphism in the three main online anti-brand communities toward Apple.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>Findings indicated that brand anthropomorphism in itself does not impact on brand hate directly. Nevertheless, when it is used by consumers to express their negative feelings toward the hatred brand, the consumers\u2019 attribution of responsibility and intentionality to Apple brand\u2019s behavior positively affects brand hate, and ideological incompatibility is a good moderator for brand hate.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>The results of this study are based on a limited number of survey respondents because anti-brand community members are very difficult to access, and thus, it was not easy to have their collaboration for this research.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>This study highlights the power of social media as a tool for establishing negative consumer\u2013brand relationships. Therefore, brand managers must recognize that consumer activists may be a serious threat to the company and deal with the consumers\u2019 tendency to use anthropomorphism to express their hate.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>To the best of the authors\u2019 knowledge, this study is the first to investigate the link between brand anthropomorphism and brand hate, analyzed through a quantitative analysis.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/ebr-09-2022-0194","type":"journal-article","created":{"date-parts":[[2023,3,6]],"date-time":"2023-03-06T01:36:56Z","timestamp":1678066616000},"page":"444-466","source":"Crossref","is-referenced-by-count":12,"title":["\u201cI will always hate you\u201d! 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