Joining the Anti-Brand Communities on the Internet: Who and Why

This paper aimed to empirically deepen our understanding of the growing phenomenon negative consumer-brand relationships in Internet, striving investigate “who and why” consumers join anti-brand communities against top ten global brands. In particular, this study aims whether consumers’ profile affects they develop feelings or not, main reasons for their feelings. Methodologically, is based on quantitative methodology survey statistical verification several research hypotheses formulated impact consumer characteristics (gender, age, country origin, education, empathy) behavior towards hated Regarding “who”, findings show that gender, age origin are affecting both brands willingness an community. “why”, low quality products/services a lack corporate social responsibility hating Finally, contributes knowledge Internet domain provides advanced insights into with reference It also encourages further interconnections among central questions paper, i.e., who why individuals communities, represents starting point studies at expanding investigated including personality traits. pioneers community participants which so pertinent rise marketing 5.0.