Popp, Bastian; Germelmann, Claas Christian; Jung, Benjamin - In: International Journal of Sports Marketing and Sponsorship 17 (2016) 4, pp. 349-367
Purpose Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social media-based anti-brand communities and their effects on the sports team brand in question. Design/methodology/approach The...
