Add to ORKGThe goal of the current research is to explore the influence of negative engagement on committing participants in hate online brand communities. To reach this aim, three brands are used to assess this phenomenon (Starbucks, Apple, and McDonald’s), and three related hate online brand communities of such brands are involved. An online questionnaire is developed based on previously validated scales and fulfilled by 300 online members of mentioned communities. Findings reveal the importance of Brand influence, Helping, and Self-expression dimensions on participants to be committed to hating brand communities.info:eu-repo/semantics/acceptedVersio
Purpose – This study aims to investigate the nature of brand hate, its antecedents and its outcomes...
Co-creation of value between brands and their loyal consumers has become more and more commonplace i...
While most studies focus on positive consumer-driven brand outcomes, this study set out to understan...
The aim of this research is to explore how online engagement influences positive versus negative con...
This paper aimed to empirically deepen our understanding of the growing phenomenon of negative consu...
peer reviewedThis paper aims to focus on the phenomena of negative brand relationships and emotions ...
The current study develops a research model and explores the correlation between customer sense of o...
Online brand communities are important avenues for interaction between brands and customers. In situ...
Recently, the negative consumer-brand relations received increasing attention (Davvetas and Diamanto...
Title: The Consequences of Consumer Brand Hate: A Case Study of Anti-branding Websites in the Airlin...
This thesis advances the concept of consumer engagement as a valid approach to the conceptualisation...
Branding makes distinct difference between one or more products among other products. Brand equity i...
Purpose This paper aims to the literature on negative consumer-brand relationships by advancing know...
This research was partially funded by the Plan Andaluz de Investigacion, Desarrollo e Innovacion, Gr...
This research examines the influence of consumer online brand community engagement (OBCE) at a time ...
Purpose – This study aims to investigate the nature of brand hate, its antecedents and its outcomes...
Co-creation of value between brands and their loyal consumers has become more and more commonplace i...
While most studies focus on positive consumer-driven brand outcomes, this study set out to understan...
The aim of this research is to explore how online engagement influences positive versus negative con...
This paper aimed to empirically deepen our understanding of the growing phenomenon of negative consu...
peer reviewedThis paper aims to focus on the phenomena of negative brand relationships and emotions ...
The current study develops a research model and explores the correlation between customer sense of o...
Online brand communities are important avenues for interaction between brands and customers. In situ...
Recently, the negative consumer-brand relations received increasing attention (Davvetas and Diamanto...
Title: The Consequences of Consumer Brand Hate: A Case Study of Anti-branding Websites in the Airlin...
This thesis advances the concept of consumer engagement as a valid approach to the conceptualisation...
Branding makes distinct difference between one or more products among other products. Brand equity i...
Purpose This paper aims to the literature on negative consumer-brand relationships by advancing know...
This research was partially funded by the Plan Andaluz de Investigacion, Desarrollo e Innovacion, Gr...
This research examines the influence of consumer online brand community engagement (OBCE) at a time ...
Purpose – This study aims to investigate the nature of brand hate, its antecedents and its outcomes...
Co-creation of value between brands and their loyal consumers has become more and more commonplace i...
While most studies focus on positive consumer-driven brand outcomes, this study set out to understan...