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

Dessart, L., Veloutsou, C. and Morgan-Thomas, A. (2020) Brand negativity: a relational perspective on anti-brand community participation. European Journal of Marketing, 54(7), pp. 1761-1785. (doi: 10.1108/EJM-06-2018-0423)

Abstract

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.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Morgan-Thomas, Professor Anna and Veloutsou, Professor Cleopatra
• Authors: Dessart, L., Veloutsou, C., and Morgan-Thomas, A.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: European Journal of Marketing
• Publisher: Emerald Group Publishing Limited
• ISSN: 0309-0566
• ISSN (Online): 1758-7123
• Published Online: 05 June 2020
• Copyright Holders: Copyright © 2020 Emerald Publishing Limited
• First Published: First published in European Journal of Marketing 54(7):1761-1785
• Publisher Policy: Reproduced in accordance with the publisher copyright policy