Brand negativity: a relational perspective on anti-brand community participation

• Published in: European journal of marketing 2020-07, Vol.54 (7), p.1761-1785
• Main Authors: Dessart, Laurence, Veloutsou, Cleopatra, Morgan-Thomas, Anna
• Format: Article
• Language: English
• Subjects: anti-branding; Behavior; brand community; brand negativity; Business & economic sciences; Citizen participation; Community; Consumers; Emotions; Hegemony; Marketing; Sciences économiques & de gestion
• ISSN: 0309-0566; 1758-7123; 1758-7123
• DOI: 10.1108/EJM-06-2018-0423

Purpose 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. Design/methodology/approach 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. Findings 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. Research limitations/implications 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. Practical implications 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. Originality/value 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.