“I will always hate you”! An investigation of the impact of anthropomorphism in online anti-brand communities

Purpose This paper aims to investigate whether brand anthropomorphism has a direct impact on hate and what are the prevailing factors that play significant role in this relationship. Design/methodology/approach study provides insights phenomenon negative consumer–brand relationships context of social media-based anti-brand communities. Using quantitative analysis data gathered from an online survey, analyzes three main communities toward Apple. Findings indicated itself does not directly. Nevertheless, when it is used by consumers express their feelings hatred brand, consumers’ attribution responsibility intentionality Apple brand’s behavior positively affects hate, ideological incompatibility good moderator for hate. Research limitations/implications The results based limited number survey respondents because community members very difficult access, thus, was easy have collaboration research. Practical implications highlights power media as tool establishing relationships. Therefore, managers must recognize consumer activists may be serious threat company deal with tendency use Originality/value To best authors’ knowledge, first link between analyzed through analysis.