“I will always hate you”! An investigation of the impact of anthropomorphism in online anti-brand communities

Purpose This paper aims to investigate whether brand anthropomorphism has a direct impact on brand hate and what are the prevailing factors that play a significant role in this relationship. Design/methodology/approach This study provides insights on brand anthropomorphism phenomenon and negative consumer–brand relationships in the context of social media-based anti-brand communities. Using a quantitative analysis of the data gathered from an online survey, this study analyzes brand anthropomorphism in the three main online anti-brand communities toward Apple. Findings Findings indicated that brand anthropomorphism in itself does not impact on brand hate directly. Nevertheless, when it is used by consumers to express their negative feelings toward the hatred brand, the consumers’ attribution of responsibility and intentionality to Apple brand’s behavior positively affects brand hate, and ideological incompatibility is a good moderator for brand hate. Research limitations/implications The results of this study are based on a limited number of survey respondents because anti-brand community members are very difficult to access, and thus, it was not easy to have their collaboration for this research. Practical implications This study highlights the power of social media as a tool for establishing negative consumer–brand relationships. Therefore, brand managers must recognize that consumer activists may be a serious threat to the company and deal with the consumers’ tendency to use anthropomorphism to express their hate. Originality/value To the best of the authors’ knowledge, this study is the first to investigate the link between brand anthropomorphism and brand hate, analyzed through a quantitative analysis.