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"I will always hate you"! : an investigation of the impact of anthropomorphism in online anti-brand communities
Brandão, Amélia Maria Pinto da Cunha; Popoli, Paolo - In: European business review 35 (2023) 3, pp. 444-466
Persistent link: https://www.econbiz.de/10014280585
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"I'm hatin' it"! : negative consumer-brand relationships in online anti-brand communities
Brandão, Amélia Maria Pinto da Cunha; Popoli, Paolo - In: European journal of marketing 56 (2022) 2, pp. 622-650
Persistent link: https://www.econbiz.de/10013173442
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Effects of brand feedback to negative eWOM on brand love/hate : an expectancy violation approach
Yang, Jing; Mundel, Juan - In: The journal of product & brand management 31 (2022) 2, pp. 279-292
Persistent link: https://www.econbiz.de/10013164320
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The chopsticks debacle : how brand hate flattened Dolce & Gabbana in China
Atwal, Glyn; Bryson, Douglas; Kaiser, Maya - In: The journal of business strategy 43 (2022) 1, pp. 37-43
Persistent link: https://www.econbiz.de/10012798457
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When a luxury brand bursts : modelling the social media viral effects of negative stereotypes adoption leading to brand hate
Pantano, Eleonora - In: Journal of business research : JBR 123 (2021), pp. 117-125
Persistent link: https://www.econbiz.de/10012430473
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The power to voice my hate! : exploring the effect of brand hate and perceived social media power on negative eWOM
Sharma, Isha; Jain, Kokil; Gupta, Ritu - In: Journal of Asia Business Studies 16 (2022) 4, pp. 652-675
Persistent link: https://www.econbiz.de/10013362362
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Managing online anti-branding consumer behaviours : a multiple case study analysis in the Italian landscape
D’Arco, Mario; Marino, Vittoria - In: Advances in National Brand and Private Label Marketing …, (pp. 85-94). 2018
Persistent link: https://www.econbiz.de/10013277449
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Dark side of consumer-brand relationships : a brand hate perspective in anti-brand social media communities
Kamboj, Shampy; Sharma, Manika - In: Journal of global marketing 36 (2023) 4, pp. 245-267
Persistent link: https://www.econbiz.de/10014390285
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We love to hate them! : social media-based anti-brand communities in professional football
Popp, Bastian; Germelmann, Claas Christian; Jung, Benjamin - In: International journal of sports marketing & sponsorship 17 (2016) 4, pp. 349-367
Persistent link: https://www.econbiz.de/10011608086
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We love to hate them! Social media-based anti-brand communities in professional football
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...
Persistent link: https://www.econbiz.de/10014811688