Powell, Ashleigh; Stavros, Constantino; Dobele, Angela - In: Journal of Product & Brand Management 31 (2021) 4, pp. 671-687
Purpose: Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this understanding by building on existing anti-branding, brand hate and word-of-mouth literature to explore the factors that lead...