Article (Scientific journals)
Brand negativity: a relational perspective on anti-brand community participation
Dessart, Laurence; Veloutsou, Cleopatra; Morgan-Thomas, Anna
2020In European Journal of Marketing, 54 (7), p. 1761-1785
Peer Reviewed verified by ORBi
 

Files


Full Text
Dessart Veloutsou Morgan Thomas EJM 2020 Author preprint .pdf
Author postprint (449.7 kB)
Download

All documents in ORBi are protected by a user license.

Send to



Details



Keywords :
brand community; anti-branding; brand negativity
Abstract :
[en] This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand communities. An online survey was carried out, targeting Facebook anti-brand communities, dedicated to sharing negativity toward technology products. A total of 300 members of these communities participated in the study. The study shows that the two dimensions of negative brand relationship (negative emotional connection and two-way communication) lead to community participation in anti-brand communities, through the mediating role of social approval and oppositional loyalty. Anti-brand community growth is supported by members’ intentions to recommend the group and is the result of their participation. The study’s focus on technology brands calls for further research on other brand types and categories and the inclusion of other independent variables should be considered to extend understanding of collective negativity in anti-brand communities. The paper provides insight to brand managers on the ways to manage negativity around their brand online and understand the role that brand communities play in this process. The paper proposes the first integrative view of brand negativity, encompassing emotions and behaviors of consumers as individuals and as members of a collective, which allows the understanding of the dynamics of anti-branding and highlights the mechanisms that facilitate anti-brand community expansion.
Disciplines :
Marketing
Author, co-author :
Dessart, Laurence  ;  Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing et intelligence stratégique
Veloutsou, Cleopatra
Morgan-Thomas, Anna
Language :
English
Title :
Brand negativity: a relational perspective on anti-brand community participation
Publication date :
2020
Journal title :
European Journal of Marketing
ISSN :
0309-0566
eISSN :
1758-7123
Publisher :
Emerald, Bingley, United Kingdom
Volume :
54
Issue :
7
Pages :
1761-1785
Peer reviewed :
Peer Reviewed verified by ORBi
Available on ORBi :
since 17 November 2020

Statistics


Number of views
192 (9 by ULiège)
Number of downloads
736 (7 by ULiège)

Scopus citations®
 
62
Scopus citations®
without self-citations
56
OpenCitations
 
30

Bibliography


Similar publications



Contact ORBi