"I'm hatin' it"! Negative consumer-brand relationships in online anti-brand communities

Purpose This paper aims to provide a better understanding of negative consumer-brand relationships in social-media-based anti-brand communities from a consumer culture theory (CCT) perspective. In particular, it investigates the purpose and the meaning of the consumer participation in online anti-brand communities, also through the analysis of the ways in which they express negative feelings toward the hated brands. Design/methodology/approach This study applies a "symbolic netnographic" method to six anti-brand communities related to four global brands, namely, Apple, Nestle, Uber and McDonald's. Moreover, several interviews were conducted with anti-brand community administrators. Findings The findings show that the main reason for consumers to join anti-brand communities is a desire to participate in the construction of new meanings and values of modern consumption, translating their ideological incompatibility with certain brands into negative engagement and activism aimed at destroying the hated brand's image and reputation. Furthermore, the findings reveal that brand anthropomorphism is a frequent means of communication also used in the context of negative consumer-brand relationships, to strengthen the battle against the hated brand in a more frontal and direct manner. Research limitations/implications Although this research provides some initial insights into negative consumer-brand relationships in the social media anti brand communities, the paper also has some limitations. The netnographic approach should be analyzed within more and different anti-brand communities. In this investigation, the authors perceived how difficult it is to obtain feedback from communities and to secure the collaboration of their administrators. There is also a need for research on other potential factors that can play a key role in negative consumer-brand relationships in social-media anti-brand communities, such as cultural capital or the impact of cultural perceptions. Moreover, future research should focus on different types of products and brand services, such as hedonic vs. utilitarian brands, as these might generate different types of consumer behavioral responses. Finally, a further direction for future research would be to consider the set of "brand recovery strategies" that can be implemented by companies to deal with negative consumer-brand relationships, including the identification of situations in which "not acting" could be preferable. Practical implications Understanding the antecedents and types of negative consumer-brand relationships enables companies to identify "brand recovery strategies" for managing negativity in the appropriate manner. Moreover, negative feelings toward brand could even be an opportunity for improving branding management. Originality/value This research improves on previous few studies dealing with online anti-brand communities from a CCT perspective. Firstly, it provides a holistic perspective of negative consumer-brand relationships in general and specifically of brand hate, thus advancing our understanding of the sociocultural dynamics of negative consumer-brand relationships; secondly, it provides new insights into the brand anthropomorphism phenomenon emerging in the negative feelings context. Overall, this research contributes to knowledge for both academics and managers as to why, how and for what purpose consumers experience negative engagement toward certain brands in the specific context of social-media-based anti-brand communities.