Purpose: This study aims to investigate a neglected phenomenon, conceptualized as “brand-bullying.” The study aims at defining the brand bullying phenomena with adolescents who are actively experiencing brand bullying. Potential impacts of brand bullying experience on adult consumption...

Purpose: This study aims to discuss the antecedent roles that corporate social responsibility and consumer complaints perform in consumer brand hate and anti-branding activities. Design/methodology/approach: The reasons for the existence of anti-brand websites and how they operate in...

Purpose: Although marketer-generated brand anthropomorphism impacts on positive company returns is studied broadly, consumer-generated brand anthropomorphisms that focus on demonizing and hitlerizing brands is not extensively studied. This study aims to examine these consumer interpretations of...