{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T02:24:13Z","timestamp":1771554253950,"version":"3.50.1"},"reference-count":106,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2022,1,24]],"date-time":"2022-01-24T00:00:00Z","timestamp":1642982400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["EJM"],"published-print":{"date-parts":[[2022,2,2]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>This paper aims to provide a better understanding of negative consumer\u2013brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT) perspective. In particular, it investigates the purpose and the meaning of the consumer participation in online anti-brand communities, also through the analysis of the ways in which they express negative feelings toward the hated brands.<\/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 applies a \u201csymbolic netnographic\u201d method to six anti-brand communities related to four global brands, namely, Apple, Nestl\u00e9, Uber and McDonald\u2019s. Moreover, several interviews were conducted with anti-brand community administrators.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The findings show that the main reason for consumers to join anti-brand communities is a desire to participate in the construction of new meanings and values of modern consumption, translating their ideological incompatibility with certain brands into negative engagement and activism aimed at destroying the hated brand\u2019s image and reputation. Furthermore, the findings reveal that brand anthropomorphism is a frequent means of communication also used in the context of negative consumer\u2013brand relationships, to strengthen the battle against the hated brand in a more frontal and direct manner.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>Although this research provides some initial insights into negative consumer\u2013brand relationships in the social media anti brand communities, the paper also has some limitations. The netnographic approach should be analyzed within more and different anti-brand communities. In this investigation, the authors perceived how difficult it is to obtain feedback from communities and to secure the collaboration of their administrators. There is also a need for research on other potential factors that can play a key role in negative consumer\u2013brand relationships in social-media anti-brand communities, such as cultural capital or the impact of cultural perceptions. Moreover, future research should focus on different types of products and brand services, such as hedonic vs. utilitarian brands, as these might generate different types of consumer behavioral responses. Finally, a further direction for future research would be to consider the set of \u201cbrand recovery strategies\u201d that can be implemented by companies to deal with negative consumer\u2013brand relationships, including the identification of situations in which \u201cnot acting\u201d could be preferable.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>Understanding the antecedents and types of negative consumer\u2013brand relationships enables companies to identify \u201cbrand recovery strategies\u201d for managing negativity in the appropriate manner. Moreover, negative feelings toward brand could even be an opportunity for improving branding management.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This research improves on previous few studies dealing with online anti-brand communities from a CCT perspective. Firstly, it provides a holistic perspective of negative consumer\u2013brand relationships in general and specifically of brand hate, thus advancing our understanding of the sociocultural dynamics of negative consumer\u2013brand relationships; secondly, it provides new insights into the brand anthropomorphism phenomenon emerging in the negative feelings context. Overall, this research contributes to knowledge for both academics and managers as to why, how and for what purpose consumers experience negative engagement toward certain brands in the specific context of social-media-based anti-brand communities.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/ejm-03-2020-0214","type":"journal-article","created":{"date-parts":[[2022,1,21]],"date-time":"2022-01-21T01:50:55Z","timestamp":1642729855000},"page":"622-650","source":"Crossref","is-referenced-by-count":51,"title":["\u201cI\u2019m hatin\u2019 it\u201d! Negative consumer\u2013brand relationships in online anti-brand communities"],"prefix":"10.1108","volume":"56","author":[{"given":"Am\u00e9lia","family":"Brand\u00e3o","sequence":"first","affiliation":[]},{"given":"Paolo","family":"Popoli","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2022,1,24]]},"reference":[{"issue":"1","key":"key2022021513174613200_ref001","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1086\/383419","article-title":"When good brands do bad","volume":"31","year":"2004","journal-title":"Journal of Consumer Research"},{"issue":"4","key":"key2022021513174613200_ref002","doi-asserted-by":"crossref","first-page":"468","DOI":"10.1086\/518544","article-title":"Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products","volume":"34","year":"2007","journal-title":"Journal of Consumer Research"},{"issue":"3","key":"key2022021513174613200_ref003","first-page":"833","article-title":"The moderating effect of brand recovery on brand hate and desire for reconciliation: a PLS-MGA approach","volume":"19","year":"2018","journal-title":"International Journal of Business and Society"},{"issue":"2","key":"key2022021513174613200_ref004","doi-asserted-by":"crossref","first-page":"265","DOI":"10.1016\/j.jcps.2013.01.005","article-title":"Broadening (and narrowing) the scope of brand relationships","volume":"23","year":"2013","journal-title":"Journal of Consumer Psychology"},{"key":"key2022021513174613200_ref005","doi-asserted-by":"crossref","first-page":"129","DOI":"10.1016\/j.copsyc.2015.12.017","article-title":"Consumers\u2019 relationships with brands","volume":"10","year":"2016","journal-title":"Current Opinion in Psychology"},{"issue":"57","key":"key2022021513174613200_ref006","first-page":"57","article-title":"Service-dominant logic and consumer culture theory: natural allies in an emerging paradigm","volume":"11","year":"2007","journal-title":"Research in Consumer Behavior"},{"issue":"4","key":"key2022021513174613200_ref008","doi-asserted-by":"crossref","first-page":"868","DOI":"10.1086\/426626","article-title":"Consumer culture theory (CCT): twenty years of research","volume":"31","year":"2005","journal-title":"Journal of Consumer Research"},{"key":"key2022021513174613200_ref007","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1108\/S0885-211120150000017001","article-title":"Introduction: consumer culture theory: ten years gone (and beyond)","volume":"17","year":"2015","journal-title":"Consumer Culture Theory (Research in Consumer Behavior)"},{"issue":"4","key":"key2022021513174613200_ref009","doi-asserted-by":"crossref","first-page":"939","DOI":"10.1093\/jcr\/ucx096","article-title":"Asking questions with reflexive focus: a tutorial on designing and conducting interviews","volume":"44","year":"2017","journal-title":"Journal of Consumer Research"},{"issue":"4","key":"key2022021513174613200_ref010","doi-asserted-by":"crossref","first-page":"528","DOI":"10.1016\/j.im.2015.12.002","article-title":"Determinants of negative word-of-mouth communication using social networking sites","volume":"53","year":"2016","journal-title":"Information and Management"},{"issue":"1","key":"key2022021513174613200_ref011","doi-asserted-by":"crossref","first-page":"45","DOI":"10.1002\/cb.302","article-title":"The consumption and disposition behaviour of voluntary simplifiers","volume":"9","year":"2010","journal-title":"Journal of Consumer Behaviour"},{"issue":"7","key":"key2022021513174613200_ref012","doi-asserted-by":"crossref","first-page":"850","DOI":"10.1108\/03090560410539285","article-title":"Negative symbolic consumption and consumers\u2019 drive for self-esteem: the case of the fashion industry","volume":"38","year":"2004","journal-title":"European Journal of Marketing"},{"issue":"4","key":"key2022021513174613200_ref013","doi-asserted-by":"crossref","first-page":"268","DOI":"10.1108\/JRIM-06-2016-0065","article-title":"Social media and consumer engagement: a review and research agenda","volume":"10","year":"2016","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"4","key":"key2022021513174613200_ref014","doi-asserted-by":"crossref","first-page":"323","DOI":"10.1037\/1089-2680.5.4.323","article-title":"Bad is stronger than good","volume":"5","year":"2001","journal-title":"Review of General Psychology"},{"issue":"1","key":"key2022021513174613200_ref015","first-page":"5","article-title":"Qualitative versus quantitative research in marketing","volume":"18","year":"2013","journal-title":"Revista de Neg\u00f3cios"},{"issue":"2","key":"key2022021513174613200_ref016","doi-asserted-by":"crossref","first-page":"138","DOI":"10.1111\/ijcs.12321","article-title":"The ecological conscious consumer behaviour: are the activists different?","volume":"41","year":"2017","journal-title":"International Journal of Consumer Studies"},{"key":"key2022021513174613200_ref017","doi-asserted-by":"crossref","first-page":"385","DOI":"10.1016\/j.sbspro.2013.12.477","article-title":"Online brand communities: a literature review","volume":"109","year":"2014","journal-title":"Procedia \u2013 Social and Behavioral Sciences"},{"issue":"3","key":"key2022021513174613200_ref018","doi-asserted-by":"crossref","first-page":"209","DOI":"10.1362\/146934710X523078","article-title":"Where the wild brands are: some thoughts on anthropomorphic marketing","volume":"10","year":"2010","journal-title":"The Marketing Review"},{"issue":"4","key":"key2022021513174613200_ref019","doi-asserted-by":"crossref","first-page":"393","DOI":"10.1108\/QMR-06-2013-0043","article-title":"Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands","volume":"16","year":"2013","journal-title":"Qualitative Market Research: An International Journal"},{"issue":"8","key":"key2022021513174613200_ref020","doi-asserted-by":"crossref","first-page":"61","DOI":"10.18778\/1899-2226.20.8.06","article-title":"Intricacies of modern consumption: consumerism vs. deconsumption","volume":"20","year":"2017","journal-title":"Annales. Etyka w \u017byciu Gospodarczym"},{"issue":"11\/12","key":"key2022021513174613200_ref021","doi-asserted-by":"crossref","first-page":"1757","DOI":"10.1108\/03090561111167397","article-title":"Intentional non-consumption for sustainability: consumer resistance and\/or anti-consumption?","volume":"45","year":"2011","journal-title":"European Journal of Marketing"},{"issue":"5","key":"key2022021513174613200_ref022","doi-asserted-by":"crossref","first-page":"684","DOI":"10.1108\/JPBM-03-2018-1820","article-title":"Domains of influence: exploring negative sentiment in social media","volume":"28","year":"2019","journal-title":"Journal of Product and Brand Management"},{"issue":"3\/4","key":"key2022021513174613200_ref023","first-page":"256","article-title":"Counter-brand and alter-brand communities: the impact of web 2.0 on tribal marketing approaches","volume":"26","year":"2010","journal-title":"Journal of Marketing Management"},{"issue":"1","key":"key2022021513174613200_ref024","doi-asserted-by":"crossref","first-page":"166","DOI":"10.1111\/joca.12082","article-title":"Brand iconicity vs. anti-consumption well-being concerns: the nutella palm oil conflict","volume":"50","year":"2016","journal-title":"Journal of Consumer Affairs"},{"issue":"2","key":"key2022021513174613200_ref025","doi-asserted-by":"crossref","first-page":"218","DOI":"10.1016\/j.jbusres.2008.01.029","article-title":"The rejection of brand hegemony","volume":"62","year":"2009","journal-title":"Journal of Business Research"},{"key":"key2022021513174613200_ref026","article-title":"Brand dislike: the dark side of consumer preferences","year":"2006"},{"key":"key2022021513174613200_ref027","doi-asserted-by":"crossref","first-page":"212","DOI":"10.1016\/j.jbusres.2018.03.024","article-title":"The determinants of approval of online consumer revenge","volume":"88","year":"2018","journal-title":"Journal of Business Research"},{"issue":"2","key":"key2022021513174613200_ref028","doi-asserted-by":"crossref","first-page":"89","DOI":"10.1016\/j.sjme.2017.04.002","article-title":"This anthropomorphised brand is so loveable: the role of self-brand integration","volume":"21","year":"2017","journal-title":"Spanish Journal of Marketing \u2013 Esic"},{"issue":"4","key":"key2022021513174613200_ref029","doi-asserted-by":"crossref","first-page":"1285","DOI":"10.1108\/EJM-02-2019-0164","article-title":"Brand repulsion: consumers\u2019 boundary work with rejected brands","volume":"55","year":"2021","journal-title":"European Journal of Marketing"},{"key":"key2022021513174613200_ref030","doi-asserted-by":"crossref","unstructured":"Dessart, L., Morgan-Thomas, A. and Veloutsou, C. (2016), \u201cWhat drives anti-brand community behaviours: an examination of online hate of technology brands\u201d, paper presented at the Let\u2019s Get Engaged! Crossing the Threshold of Marketing\u2019s Engagement Era, Cham.","DOI":"10.1007\/978-3-319-11815-4_138"},{"issue":"7","key":"key2022021513174613200_ref031","doi-asserted-by":"crossref","first-page":"1761","DOI":"10.1108\/EJM-06-2018-0423","article-title":"Brand negativity: a relational perspective on anti-brand community participation","volume":"54","year":"2020","journal-title":"European Journal of Marketing"},{"issue":"3","key":"key2022021513174613200_ref032","first-page":"84","article-title":"The language of research (part 10) \u2013 research methodologies: Interview","volume":"12","year":"2016","journal-title":"Wounds UK"},{"issue":"4","key":"key2022021513174613200_ref033","doi-asserted-by":"crossref","first-page":"591","DOI":"10.1086\/699516","article-title":"A mind like mine: the exceptionally ordinary underpinnings of anthropomorphism","volume":"3","year":"2018","journal-title":"Journal of the Association for Consumer Research"},{"issue":"4","key":"key2022021513174613200_ref034","doi-asserted-by":"crossref","first-page":"864","DOI":"10.1037\/0033-295X.114.4.864","article-title":"On seeing human: a three-factor theory of anthropomorphism","volume":"114","year":"2007","journal-title":"Psychological Review"},{"issue":"2","key":"key2022021513174613200_ref035","doi-asserted-by":"crossref","first-page":"143","DOI":"10.1521\/soco.2008.26.2.143","article-title":"When we need a human: motivational determinants of anthropomorphism","volume":"26","year":"2008","journal-title":"Social Cognition"},{"key":"key2022021513174613200_ref036","doi-asserted-by":"crossref","first-page":"116","DOI":"10.1016\/j.jbusres.2019.04.017","article-title":"The five types of brand hate: how they affect consumer behavior","volume":"101","year":"2019","journal-title":"Journal of Business Research"},{"issue":"2","key":"key2022021513174613200_ref037","doi-asserted-by":"crossref","first-page":"380","DOI":"10.1016\/j.jbusres.2014.06.010","article-title":"Consumer brand relationships research: a bibliometric citation meta-analysis","volume":"68","year":"2015","journal-title":"Journal of Business Research"},{"issue":"2","key":"key2022021513174613200_ref038","doi-asserted-by":"crossref","first-page":"253","DOI":"10.1016\/j.jcps.2013.01.004","article-title":"Relating badly to brands","volume":"23","year":"2013","journal-title":"Journal of Consumer Psychology"},{"issue":"4","key":"key2022021513174613200_ref039","doi-asserted-by":"crossref","first-page":"737","DOI":"10.1016\/j.ijresmar.2020.02.007","article-title":"Seeing brands as humans: development and validation of a brand anthropomorphism scale","volume":"37","year":"2020","journal-title":"International Journal of Research in Marketing"},{"issue":"6","key":"key2022021513174613200_ref040","doi-asserted-by":"crossref","first-page":"18","DOI":"10.1509\/jmkg.73.6.18","article-title":"When customer love turns into lasting hate: the effects of relationship strength and time on customer revenge and avoidance","volume":"73","year":"2009","journal-title":"Journal of Marketing"},{"issue":"1\/2","key":"key2022021513174613200_ref041","first-page":"105","article-title":"The human lens: how anthropomorphic reasoning varies by product complexity and enhances personal value","volume":"29","year":"2013","journal-title":"Journal of Marketing Management"},{"issue":"1","key":"key2022021513174613200_ref042","doi-asserted-by":"crossref","first-page":"13","DOI":"10.1108\/JPBM-01-2016-1070","article-title":"Determinants and outcomes of brand hate","volume":"26","year":"2017","journal-title":"Journal of Product and Brand Management"},{"issue":"2","key":"key2022021513174613200_ref043","doi-asserted-by":"crossref","first-page":"148","DOI":"10.1016\/j.jbusres.2008.01.022","article-title":"Mapping symbolic (anti)consumption","volume":"62","year":"2009","journal-title":"Journal of Business Research"},{"issue":"1","key":"key2022021513174613200_ref044","doi-asserted-by":"crossref","first-page":"62","DOI":"10.1108\/JPBM-06-2013-0332","article-title":"Exploring positively- versus negatively-valenced brand engagement: a conceptual model","volume":"23","year":"2014","journal-title":"Journal of Product and Brand Management"},{"issue":"1","key":"key2022021513174613200_ref045","first-page":"479","article-title":"Consumer activism on the internet: the role of anti-brand communities","volume":"33","year":"2006","journal-title":"Advances in Consumer Research"},{"issue":"3","key":"key2022021513174613200_ref046","doi-asserted-by":"crossref","first-page":"325","DOI":"10.1080\/10253861003787056","article-title":"Anti-brand communities, negotiation of brand meaning and the learning process: the case of Wal-Mart","volume":"13","year":"2010","journal-title":"Consumption Markets and Culture"},{"issue":"1","key":"key2022021513174613200_ref047","doi-asserted-by":"crossref","first-page":"70","DOI":"10.1086\/339922","article-title":"Why do brands cause trouble? A dialectical theory of consumer culture and branding","volume":"29","year":"2002","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2022021513174613200_ref048","doi-asserted-by":"crossref","first-page":"23","DOI":"10.1108\/IntR-09-2016-0279","article-title":"Consumer engagement in online brand communities: a solicitation of congruity theory","volume":"28","year":"2018","journal-title":"Internet Research"},{"issue":"2","key":"key2022021513174613200_ref049","doi-asserted-by":"crossref","first-page":"160","DOI":"10.1016\/j.jbusres.2008.01.023","article-title":"Purpose and object of anti-consumption","volume":"62","year":"2009","journal-title":"Journal of Business Research"},{"issue":"5\/6","key":"key2022021513174613200_ref050","doi-asserted-by":"crossref","first-page":"1185","DOI":"10.1108\/EJM-10-2016-0566","article-title":"Positive and negative behaviours resulting from brand attachment: the moderating effects of attachment styles","volume":"52","year":"2018","journal-title":"European Journal of Marketing"},{"issue":"1","key":"key2022021513174613200_ref051","doi-asserted-by":"crossref","first-page":"108","DOI":"10.1086\/657924","article-title":"A coal in the heart: self-relevance as a post-exit predictor of consumer anti-brand actions","volume":"38","year":"2011","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2022021513174613200_ref052","doi-asserted-by":"crossref","first-page":"112","DOI":"10.1002\/bsd2.82","article-title":"Determinants of pro-environmental behavior and environmentally conscious consumer behavior: an empirical investigation from emerging market","volume":"3","year":"2020","journal-title":"Business Strategy and Development"},{"issue":"1","key":"key2022021513174613200_ref053","doi-asserted-by":"crossref","first-page":"61","DOI":"10.1509\/jmkr.39.1.61.18935","article-title":"The field behind the screen: using netnography for marketing research in online communities","volume":"39","year":"2002","journal-title":"Journal of Marketing Research"},{"key":"key2022021513174613200_ref054","first-page":"374","article-title":"Netnography: understanding networked communication society","volume-title":"The SAGE Handbook of Social Media Research Methods","year":"2015"},{"issue":"3","key":"key2022021513174613200_ref056","doi-asserted-by":"crossref","first-page":"620","DOI":"10.1093\/jcr\/ucz034","article-title":"Consuming techno cultures: an extended JCR curation","volume":"46","year":"2019","journal-title":"Journal of Consumer Research"},{"issue":"3","key":"key2022021513174613200_ref055","doi-asserted-by":"crossref","first-page":"691","DOI":"10.1086\/425104","article-title":"Adversaries of consumption: consumer movements, activism and ideology","volume":"31","year":"2004","journal-title":"Journal of Consumer Research"},{"issue":"11","key":"key2022021513174613200_ref057","doi-asserted-by":"crossref","first-page":"1119","DOI":"10.1016\/j.jbusres.2008.09.003","article-title":"Anti-branding on the internet","volume":"62","year":"2009","journal-title":"Journal of Business Research"},{"issue":"3","key":"key2022021513174613200_ref058","doi-asserted-by":"crossref","first-page":"334","DOI":"10.1108\/JPBM-01-2017-1405","article-title":"Brand play versus brand attack: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists","volume":"27","year":"2018","journal-title":"Journal of Product and Brand Management"},{"issue":"3","key":"key2022021513174613200_ref059","doi-asserted-by":"crossref","first-page":"209","DOI":"10.1057\/palgrave.bm.2550100","article-title":"Negative double jeopardy: the role of anti-brand sites on the internet","volume":"15","year":"2008","journal-title":"Journal of Brand Management"},{"issue":"2","key":"key2022021513174613200_ref060","doi-asserted-by":"crossref","first-page":"150","DOI":"10.1057\/bm.2010.27","article-title":"Negative double jeopardy revisited: a longitudinal analysis","volume":"18","year":"2010","journal-title":"Journal of Brand Management"},{"issue":"2","key":"key2022021513174613200_ref061","first-page":"243","article-title":"A semiotic analysis of consumer-generated anti branding","volume":"15","year":"2014","journal-title":"Marketing Theory"},{"issue":"1","key":"key2022021513174613200_ref062","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1007\/s10551-015-2585-5","article-title":"Exploring the legality of consumer anti-branding activities in the digital age","volume":"139","year":"2016","journal-title":"Journal of Business Ethics"},{"issue":"5","key":"key2022021513174613200_ref063","doi-asserted-by":"crossref","first-page":"555","DOI":"10.1108\/JCM-10-2017-2389","article-title":"Macro-level antecedents of consumer brand hate","volume":"35","year":"2018","journal-title":"Journal of Consumer Marketing"},{"issue":"5","key":"key2022021513174613200_ref064","doi-asserted-by":"crossref","first-page":"431","DOI":"10.1002\/mar.21175","article-title":"Consumer brand hate: steam rolling whatever I see","volume":"36","year":"2019","journal-title":"Psychology and Marketing"},{"issue":"4","key":"key2022021513174613200_ref065","doi-asserted-by":"crossref","first-page":"351","DOI":"10.1108\/JPBM-11-2015-1045","article-title":"Taking a bite out of apple: jail breaking and the confluence of brand loyalty, consumer resistance and the co-creation of value","volume":"26","year":"2017","journal-title":"Journal of Product and Brand Management"},{"key":"key2022021513174613200_ref066","article-title":"Brand avoidance: a negative promises perspective","year":"2009"},{"issue":"2","key":"key2022021513174613200_ref067","doi-asserted-by":"crossref","first-page":"169","DOI":"10.1016\/j.jbusres.2008.01.024","article-title":"Anti-consumption and brand avoidance","volume":"62","year":"2009","journal-title":"Journal of Business Research"},{"issue":"3","key":"key2022021513174613200_ref068","doi-asserted-by":"crossref","first-page":"355","DOI":"10.1016\/j.jcps.2016.12.003","article-title":"Humanizing brands: when brands seem to be like me, part of me and in a relationship with me","volume":"27","year":"2017","journal-title":"Journal of Consumer Psychology"},{"issue":"4","key":"key2022021513174613200_ref069","doi-asserted-by":"crossref","first-page":"426","DOI":"10.1057\/s41262-018-00145-3","article-title":"Contextualising social capital in online brand communities","volume":"26","year":"2019","journal-title":"Journal of Brand Management"},{"issue":"1","key":"key2022021513174613200_ref070","doi-asserted-by":"crossref","first-page":"157","DOI":"10.1016\/j.bushor.2017.09.015","article-title":"Consumer social voice in the age of social media: segmentation profiles and relationship marketing strategies","volume":"61","year":"2018","journal-title":"Business Horizons"},{"issue":"4","key":"key2022021513174613200_ref071","doi-asserted-by":"crossref","first-page":"376","DOI":"10.1002\/mar.21185","article-title":"Consumers' engagement with social media activation campaigns: construct conceptualization and scale development","volume":"36","year":"2019","journal-title":"Psychology and Marketing"},{"issue":"4","key":"key2022021513174613200_ref072","doi-asserted-by":"crossref","first-page":"412","DOI":"10.1086\/319618","article-title":"Brand community","volume":"27","year":"2001","journal-title":"Journal of Consumer Research"},{"issue":"5","key":"key2022021513174613200_ref073","doi-asserted-by":"crossref","first-page":"614","DOI":"10.1108\/JPBM-03-2018-1811","article-title":"I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management","volume":"28","year":"2019","journal-title":"Journal of Product and Brand Management"},{"issue":"3","key":"key2022021513174613200_ref074","doi-asserted-by":"crossref","first-page":"255","DOI":"10.1108\/13563280810893643","article-title":"Brand communities on the internet: a case study of Coca-Cola's Spanish virtual community","volume":"13","year":"2008","journal-title":"Corporate Communications: An International Journal"},{"issue":"2","key":"key2022021513174613200_ref075","doi-asserted-by":"crossref","first-page":"229","DOI":"10.1016\/j.jcps.2013.01.002","article-title":"Attachment-aversion (AA) model of customer-brand relationships","volume":"23","year":"2013","journal-title":"Journal of Consumer Psychology"},{"issue":"1","key":"key2022021513174613200_ref076","doi-asserted-by":"crossref","first-page":"18","DOI":"10.1108\/EJMBE-04-2020-0084","article-title":"Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry","volume":"30","year":"2020","journal-title":"European Journal of Management and Business Economics"},{"issue":"4","key":"key2022021513174613200_ref077","doi-asserted-by":"crossref","first-page":"349","DOI":"10.1108\/IJSMS-11-2016-018","article-title":"We love to hate them! Social media-based anti-brand communities in professional football","volume":"17","year":"2016","journal-title":"International Journal of Sports Marketing and Sponsorship"},{"issue":"3","key":"key2022021513174613200_ref078","doi-asserted-by":"crossref","first-page":"367","DOI":"10.1016\/j.bushor.2018.01.003","article-title":"Building a human brand: brand anthropomorphism unraveled","volume":"61","year":"2018","journal-title":"Business Horizons"},{"issue":"4","key":"key2022021513174613200_ref079","doi-asserted-by":"crossref","first-page":"869","DOI":"10.1093\/jcr\/ucy035","article-title":"Brands as rivals: consumer pursuit of distinctiveness and the role of brand anthropomorphism","volume":"45","year":"2018","journal-title":"Journal of Consumer Research"},{"key":"key2022021513174613200_ref080","article-title":"Pushing the envelope of brand and personality: antecedents and moderators of anthropomorphized brands","year":"2009"},{"issue":"3","key":"key2022021513174613200_ref081","doi-asserted-by":"crossref","first-page":"81","DOI":"10.1509\/jm.11.0510","article-title":"When humanizing brands goes wrong: the detrimental effect of brand anthropomorphization amid product wrongdoings","volume":"77","year":"2013","journal-title":"Journal of Marketing"},{"issue":"4","key":"key2022021513174613200_ref082","doi-asserted-by":"crossref","first-page":"513","DOI":"10.2501\/IJA-32-4-513-538","article-title":"Ads are watching me","volume":"32","year":"2013","journal-title":"International Journal of Advertising"},{"issue":"8","key":"key2022021513174613200_ref083","doi-asserted-by":"crossref","first-page":"1115","DOI":"10.1108\/JPBM-10-2019-2621","article-title":"I can\u2019t stop hating you: an anti-brand-community perspective on apple brand hate","volume":"30","year":"2021","journal-title":"Journal of Product and Brand Management"},{"issue":"1","key":"key2022021513174613200_ref084","doi-asserted-by":"crossref","first-page":"55","DOI":"10.1016\/j.ijresmar.2011.07.001","article-title":"Emotions that drive consumers away from brands: measuring negative emotions toward brands and their behavioral effects","volume":"29","year":"2012","journal-title":"International Journal of Research in Marketing"},{"issue":"12","key":"key2022021513174613200_ref085","doi-asserted-by":"crossref","first-page":"1029","DOI":"10.1002\/mar.20664","article-title":"My anger is your gain, my contempt your loss: explaining consumer responses to corporate wrongdoing","volume":"30","year":"2013","journal-title":"Psychology and Marketing"},{"issue":"8","key":"key2022021513174613200_ref086","doi-asserted-by":"crossref","first-page":"658","DOI":"10.1057\/bm.2015.38","article-title":"The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism","volume":"22","year":"2015","journal-title":"Journal of Brand Management"},{"issue":"6","key":"key2022021513174613200_ref087","doi-asserted-by":"crossref","first-page":"639","DOI":"10.1177\/0891241613483560","article-title":"Maintaining the trail: collective action in a serious-leisure community","volume":"42","year":"2013","journal-title":"Journal of Contemporary Ethnography"},{"issue":"1","key":"key2022021513174613200_ref088","first-page":"1","article-title":"When love-becomes-hate effect happens: an empirical study of the impact of brand failure severity upon consumers' negative responses","volume":"23","year":"2019","journal-title":"Academy of Marketing Studies Journal"},{"issue":"3","key":"key2022021513174613200_ref089","doi-asserted-by":"crossref","first-page":"399","DOI":"10.1086\/323729","article-title":"Withholding consumption: a social dilemma perspective on consumer boycotts","volume":"28","year":"2001","journal-title":"Journal of Consumer Research"},{"key":"key2022021513174613200_ref090","first-page":"548","article-title":"Postmodern alternatives: the interpretive turn in consumer research","volume-title":"Handbook of Consumer Research","year":"1991"},{"issue":"3","key":"key2022021513174613200_ref091","doi-asserted-by":"crossref","first-page":"299","DOI":"10.1037\/1089-2680.7.3.299","article-title":"A duplex theory of hate: development and application to terrorism, massacres and genocide","volume":"7","year":"2003","journal-title":"Review of General Psychology"},{"issue":"4","key":"key2022021513174613200_ref092","doi-asserted-by":"crossref","first-page":"520","DOI":"10.1016\/j.jbusres.2011.02.031","article-title":"Introspecting the spiritual nature of a brand divorce","volume":"65","year":"2012","journal-title":"Journal of Business Research"},{"issue":"1\/2","key":"key2022021513174613200_ref093","doi-asserted-by":"crossref","first-page":"237","DOI":"10.1108\/03090561211189310","article-title":"Word of mouth: measuring the power of individual messages","volume":"46","year":"2012","journal-title":"European Journal of Marketing"},{"issue":"3","key":"key2022021513174613200_ref094","doi-asserted-by":"crossref","first-page":"631","DOI":"10.1086\/425098","article-title":"The Starbucks brand scape and consumers\u2019 (anti corporate) experiences of globalization","volume":"31","year":"2004","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2022021513174613200_ref095","first-page":"43","article-title":"Dark side of consumer behavior: brand hate and anti-brand actions","volume":"8","year":"2019","journal-title":"The Jahangirnagar Journal of Business Studies"},{"issue":"1","key":"key2022021513174613200_ref096","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1108\/JPBM-05-2016-1199","article-title":"Consumers\u2019 identification with corporate brands: brand prestige, anthropomorphism and engagement in social media","volume":"27","year":"2018","journal-title":"Journal of Product and Brand Management"},{"key":"key2022021513174613200_ref097","first-page":"873","article-title":"Creating and managing participative brand communities: the roles members perform","volume":"117","year":"2019","journal-title":"Journal of Business Research"},{"key":"key2022021513174613200_ref098","doi-asserted-by":"crossref","first-page":"334","DOI":"10.1016\/j.chb.2016.11.022","article-title":"Smartphones as social actors? Social dispositional factors in assessing anthropomorphism","volume":"68","year":"2017","journal-title":"Computers in Human Behavior"},{"issue":"3","key":"key2022021513174613200_ref099","doi-asserted-by":"crossref","first-page":"219","DOI":"10.1177\/1745691610369336","article-title":"Who sees human? The stability and importance of individual differences in anthropomorphism","volume":"5","year":"2010","journal-title":"Perspectives on Psychological Science"},{"issue":"5\/6","key":"key2022021513174613200_ref0100","doi-asserted-by":"crossref","first-page":"553","DOI":"10.1108\/03090560810862507","article-title":"Positive and negative brand beliefs and brand defection\/uptake","volume":"42","year":"2008","journal-title":"European Journal of Marketing"},{"issue":"2","key":"key2022021513174613200_ref0101","doi-asserted-by":"crossref","first-page":"785","DOI":"10.1016\/j.jbusres.2015.07.011","article-title":"Symbolic drivers of consumer\u2013brand identification and disidentification","volume":"69","year":"2016","journal-title":"Journal of Business Research"},{"issue":"4","key":"key2022021513174613200_ref0102","doi-asserted-by":"crossref","first-page":"850","DOI":"10.1108\/IMDS-07-2017-0313","article-title":"Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours: a two-stage approach","volume":"118","year":"2018","journal-title":"Industrial Management and Data Systems"},{"issue":"2","key":"key2022021513174613200_ref0103","doi-asserted-by":"crossref","first-page":"216","DOI":"10.1016\/j.jbusres.2012.07.015","article-title":"Brand communities embedded in social networks","volume":"66","year":"2013","journal-title":"Journal of Business Research"},{"issue":"1","key":"key2022021513174613200_ref0104","doi-asserted-by":"crossref","first-page":"11","DOI":"10.1108\/JPBM-01-2015-0799","article-title":"Brand hate","volume":"25","year":"2016","journal-title":"Journal of Product and Brand Management"},{"issue":"6","key":"key2022021513174613200_ref0105","doi-asserted-by":"crossref","first-page":"549","DOI":"10.1057\/s41262-018-0105-5","article-title":"Trajectories of brand hate","volume":"25","year":"2018","journal-title":"Journal of Brand Management"},{"issue":"6","key":"key2022021513174613200_ref0106","doi-asserted-by":"crossref","first-page":"1016","DOI":"10.1086\/644761","article-title":"Consumer identity work as moral protagonism: how myth and ideology animate a brand-mediated moral conflict","volume":"36","year":"2010","journal-title":"Journal of Consumer Research"}],"container-title":["European Journal of Marketing"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/EJM-03-2020-0214\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/EJM-03-2020-0214\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,25]],"date-time":"2025-07-25T00:52:33Z","timestamp":1753404753000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/ejm\/article\/56\/2\/622-650\/88571"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2022,1,24]]},"references-count":106,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2022,1,24]]},"published-print":{"date-parts":[[2022,2,2]]}},"alternative-id":["10.1108\/EJM-03-2020-0214"],"URL":"https:\/\/doi.org\/10.1108\/ejm-03-2020-0214","relation":{},"ISSN":["0309-0566","0309-0566"],"issn-type":[{"value":"0309-0566","type":"print"},{"value":"0309-0566","type":"print"}],"subject":[],"published":{"date-parts":[[2022,1,24]]}}}