| dc.description.abstract | Recent study indicates that brands are now being perceived as social entities that have a
significant impact on how customers interact with one other and with consumer groups that
have a tendency to oppose a particular brand, sometimes referred to as anti-brand
communities. While there has been significant focus on customer brand engagement in
marketing literature, there has been limited consideration paid to negative consumer
engagement. Comprehending poor customer brand engagement is crucial due to its
propensity for fostering anti-brand behaviors. The aim of this study is to investigate the
phenomenon of individual customer-brand ties to explain how these unfavorable views
manifest themselves in membership in the many online anti-brand organizations that are
now active. Furthermore, the expansion of electronic word-of-mouth (eWOM) over
several years has led to a rising number of online assessments, as well as a general increase
in people expressing their own interests and talks with one another online. As a result, the
negativity that occurs in eWOM is thought to be an outcome of anti-brand networks
generating their negative communications. In addition, this study reveals various mediating
components that may either enhance or change the degree of connections between the
issues listed above. It was decided to run a survey online to handle the issue and examine
the level of linkages between factors. The study focused on members of anti-brand
organizations associated with a specific brand category on social media platforms. The
research findings provide brand managers with insights into how they can address their
brand's poor online reputation and understand the role of brand communities in the
reputation management process. | en_US |
