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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.

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 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.

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.

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.

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.

Given the importance of the growing segmentation of ageing consumers and their increasing interaction with the Internet, digital marketing scholars are becoming more interested in this market. Prior research needs to pay more attention to this market in many contexts of digital marketing. This study aims to provide insights into ageing consumers’ content usage, content typology choices, and online brand advocacy (OBA).

Semi-structured interviews were applied, and 16 consumers from Southern Europe aged 55+ were included. The interviews were transcribed and examined following the principles of content analysis.

According to the research, older consumers display their usage and concerns regarding online content. They have different decision-making processes depending on whether they are purchasing products or services. Likewise, their choices of content typology vary based on the utilitarian or hedonic product category.

This study contributes to the literature by providing insights into this growing segmentation and proposing an OBA framework for older consumers related to content marketing. Finally, the study suggests that older consumers are passive online and active offline brand advocates.

The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands.

A survey-based data was modeled after theory that aims to apply concepts to the telecommunications industry. With a solid model grounded and context-adapted, a mediation analysis of the role of brand hate in negative antecedents and consequences toward brands was performed.

Brand hate was found to mediate all the negative relationships proposed, while showing to be especially significant in mediating negative word of mouth. This model appropriately fits the services' marketing brand and revealed new insights into the function of brand hate in negative relationships that are specific to service marketing consumer brands.

Branding theory may benefit from deeper insights into the negative side of consumer–brand relationships. A broader illustration of its constituents in different industries and the recovery of the management approach to these circumstances bring innovation and a richer understanding, specially to the role of brand hate in the mediation context as seen in the literature (Hegner et al., 2017; Zarantonello et al., 2016)

Managerial implications include assessing brands in analyzing and relating to different emotions and concepts from customers, allowing to prioritize and mapping the customer relationship touchpoints.

The present study presents a first insight of brand hate in the context of the service industry of telecommunications in southern Europe while testing brand hate as a mediator involving negative predictors leading to negative outcomes in consumer–brand relationships.

The purpose of this study is to analyse the antecedent (Consumer Involvement) and the consequences (Brand Connection and Brand Usage Intent [BUI]) of the three dimensions of Consumer Brand Engagement (CBE) (Cognitive Processing, Affection and Activation) in luxury brand engagement on Facebook.

Data were collected through an online questionnaire completed by fans/followers of luxury brands’ Facebook pages. The empirical study was conducted using structural equation modelling.

Consumer Involvement has a positive impact on the three dimensions of CBE (Cognitive Processing, Affection and Activation). This leads to the conclusion that Activation and Affection have an impact both on Self-Brand Connection and on BUI. Moreover, it was found that Cognitive Processing impacts only on BUI.

The results identified the factors which brand managers should focus on to increase CBE on Facebook.

This study is a pioneer, as it extends the consumer engagement model to the social media context in a hedonic and conspicuous consumption category which includes luxury brand products.

Esta investigación analiza el antecedente (compromiso del consumidor) y las consecuencias (conexión con la marca e intención de uso de marca) de las tres dimensiones del compromiso del consumidor con la marca (procesamiento cognitivo, afectivo y activo) en el compromiso con la marca de lujo en Facebook.

Los datos se obtuvieron a través de un cuestionario online de los seguidores de varias páginas de marcas de lujo en Facebook. El estudio empírico se realizó utilizando un modelo SEM.

El compromiso del consumidor tiene un impacto positivo en las tres dimensiones del compromiso del consumidor con la marca (procesamiento cognitivo, afectivo y activo). Esto lleva a concluir que los procesos activo y afectivo tienen un impacto tanto en la conexión con la marca como en su intención de uso. Además, se constató que el proceso cognitivo sólo afecta a la intención de uso de la marca.

Los resultados identificaron los factores en los que los directores de marca deberían centrarse para aumentar el compromiso del consumidor hacia la marca en Facebook.

Este estudio es pionero, dado que extiende el modelo de compromiso del consumidor al contexto de las redes sociales en una categoría de consumo hedónico y ostentoso que incluye a bienes y servicios como las marcas de lujo.