I can’t stop hating you: an anti-brand-community perspective on apple brand hate

Rodrigues, Clarinda; Brandão, Amélia; Rodrigues, Paula

doi:10.1108/jpbm-10-2019-2621

Cited by 76 publications

(78 citation statements)

References 146 publications

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“…On similar lines of research, Rodrigues et al. (2020) found that due to negative brand experiences and the inauthentic nature of brands, consumers form anti‐BCs and negatively engage with the brand in the form of brand avoidance spreading negative WOM. Some even investigated the aftereffects and mitigation of negative e‐WOM in the online BCs (Herhausen et al., 2019; Relling et al., 2016).…”

Section: Progression Of Research In the Field Of Bcs (Ro2)mentioning

confidence: 87%

Brand communities: A literature review and future research agendas using TCCM approach

Bhattacharjee

Pradhan

Swani

2021

Int J Consumer Studies

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Academic interest in brand community research has burgeoned in the past two decades. Despite its importance, there has been a paucity of effort in reviewing the growing research. Drawing on the Theory‐Context‐Characteristics‐Methods (TCCM) review framework, this research provides a comprehensive understanding of the dominant theories, contexts (i.e., industries and countries), characteristics (i.e., key variables and their relationships), and methods (i.e., research approaches and analysis techniques) employed in brand community research over last two decades (2001–2020). A systematic analysis of 285 articles reveals a focus on consumer‐specific theories and a scant application of multi‐disciplinary theories. Though the literature covers an array of industries to understand brand communities, there is a need for more research in the B2B context and the service industries. Furthermore, we detect a need for more research on the influence of brand/marketer‐related variables on brand communities, underlying mechanisms and boundary conditions for the key relationships in this area. This research presents four different stages of the evolution of brand community research over the years. Finally, we apply the TCCM framework to suggest fertile areas for future research.

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Section: Progression Of Research In the Field Of Bcs (Ro2)mentioning

confidence: 87%

Brand communities: A literature review and future research agendas using TCCM approach

Bhattacharjee

Pradhan

Swani

2021

Int J Consumer Studies

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“…Brand hate is a complex construct, associated with a variety of emotional and behavioral outcomes that can be characterized as cold, cool or hot (Kucuk, 2019). Cold brand hate occurs when the brand is incongruent with the consumer’s identity and is associated with rejection and silent avoidance of the brand (Fetscherin, 2019; Odoom et al , 2019; Rodrigues et al , 2020). Cool brand hate involves a similar distancing from the brand but is characterized by disgust and greater efforts to communicate the rejection of the brand, particularly within close social circles (Kucuk, 2019; Anaza et al , 2021).…”

Section: Brand Hate and Anti-branding Onlinementioning

confidence: 99%

“…Negative reviews tend to be driven by a need to vent, seek justice or warn others after a service failure (Chen and Yuan, 2020; Nam et al , 2020). The brand hate literature also focuses on the role of service failure and negative emotion (Hegner et al , 2017; Rodrigues et al , 2020), but relates these motivations to the creation of anti-brand communities that provide an outlet for highly motivated detractors to form communities dedicated to criticizing a brand (Fetscherin, 2019).…”

Section: Introductionmentioning

confidence: 99%

Transmission of negative brand-relevant content on social media

Powell

Stavros

Dobele

2021

JPBM

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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 individuals to engage in the transmission of negative brand-relevant information via social media. Design/methodology/approach A two-phase exploratory design was used. The first stage involved an analysis of negative transmission via comments left on news and brand posts. The second phase of the research involved a series of 13 depth interviews with frequent social media users about their negative brand-relevant transmission behavior to add richness and depth to the findings from the passive observation in the first phase of the research. Findings The first phase of the research demonstrated that negative transmission can be both brand-related (e.g. driven by-product or service failure or corporate irresponsibility) and consumer-related (e.g. driven by self or social motives). The second phase of the research clarified that negative transmission often occurs in the absence of brand hate, particularly when it can be used as a covert method of self-enhancement for the transmitter via downward social comparisons. Originality/value Negative transmission as a form of anti-branding that is more strongly self-related (as opposed to brand) is established, progressing understanding and applications of contemporary media channels. Implications, including how brand-generated controversy and consumer reinforcement can be used to manage negative transmission, are offered.

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“…These initial studies were followed by further in-depth research on brand avoidance (Lee et al, 2009a); brand rejection (Cromie and Ewing, 2009); brand divorce (Sussan et al, 2012); brand aversion (Alba and Lutz, 2013); anti-branding (Johnson et al, 2011); the attachment-aversion model (Park et al, 2013); and more recently, the brand repulsion/attraction phenomenon (Dessart and Cova, 2021). Increasing attention has also been devoted to brand hate (Rodrigues et al, 2021;Bryson et al, 2013;Grégoire et al, 2009;Alba and Lutz, 2013;Fetscherin and Heinrich, 2015;Romani et al, 2015;Kucuk, 2016Kucuk, , 2018Kucuk, , 2019Zarantonello et al, 2018;Hegner et al, 2017;Fetscherin, 2019;Tuhin, 2019).…”

Section: Introductionmentioning

confidence: 99%

“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

Brandão

Popoli

2022

EJM

Self Cite

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Purpose This paper aims to provide a better understanding of negative consumer–brand 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. Design/methodology/approach This study applies a “symbolic netnographic” method to six anti-brand communities related to four global brands, namely, Apple, Nestlé, Uber and McDonald’s. Moreover, several interviews were conducted with anti-brand community administrators. Findings 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’s image and reputation. Furthermore, the findings reveal that brand anthropomorphism is a frequent means of communication also used in the context of negative consumer–brand relationships, to strengthen the battle against the hated brand in a more frontal and direct manner. Research limitations/implications Although this research provides some initial insights into negative consumer–brand 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–brand 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 “brand recovery strategies” that can be implemented by companies to deal with negative consumer–brand relationships, including the identification of situations in which “not acting” could be preferable. Practical implications Understanding the antecedents and types of negative consumer–brand relationships enables companies to identify “brand recovery strategies” for managing negativity in the appropriate manner. Moreover, negative feelings toward brand could even be an opportunity for improving branding management. Originality/value 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–brand relationships in general and specifically of brand hate, thus advancing our understanding of the sociocultural dynamics of negative consumer–brand 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.

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I can’t stop hating you: an anti-brand-community perspective on apple brand hate

Cited by 76 publications

References 146 publications

Brand communities: A literature review and future research agendas using TCCM approach

Brand communities: A literature review and future research agendas using TCCM approach

Transmission of negative brand-relevant content on social media

“I’m hatin’ it”! Negative consumer–brand relationships in online anti-brand communities

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