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

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