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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.

This paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers.

A 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-designed co-created treatments.

Non-collaborative co-creation has a negative effect on observers’ perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. Artists either mitigate the dilution or have a positive effect on those perceptions.

Future research could usefully investigate the relative susceptibility of brands to non-collaborative co-creation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation.

Brand managers must recognise that co-creation carries considerable risks for brand equity. They should closely monitor and track the first signs of non-collaborative co-creation in progress. It could be beneficial to recruit artists as co-creators of controlled brand play.

This study offers a more complete insight into the effect of non-collaborative co-creation on observers’ perceptions of brand equity than so far offered by the existing literature. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity.

In the democratic digital environment, brand managers frequently deal with the unauthorized use of the brand by third parties. The phenomenon, known as brand hijacking, has been treated in different and sometimes conflicting ways in the academic and professional literature. The aim of this paper is to clarify the meaning of brand hijacking and to shed light on the various motivations and intentions underpinning the phenomenon.

A Delphi-based survey among both academic and professional experts was conducted to explore the key features of brand hijacking and expand existing theories.

The results of the Delphi survey enable the main brand hijacking actions to be mapped, based on two motivational axes (utilitarian–idealistic and destructive–constructive) and on the various intentions that guide the hijackers. The results help re-define the key elements of brand hijacking, through the lens of non-collaborative brand co-creation.

Managerial implications are presented in terms of the corporate response to the two main effects of hijacking, namely, brand reputational damage and brand repositioning.

The paper helps to shed light on the main components of brand hijacking, thus gaining expert consensus in refining the existent conceptualization in relation to a rapidly changing brand management scenario because of the gradual loss by brand managers of their traditional control.

The purpose of this paper is to explore the concept of brand hate in detail which is the extreme negative emotion toward brands, by giving a comprehensive explanation concerning how brand hate evolves in consumers. More specifically, antecedents of brand hate are empirically assessed in this study.

This study used primary data from 250 fast food brand consumers in Pakistan. Multiple regression analysis in SPSS was used to test the hypotheses related to the antecedents of brand hate.

Results indicate that brand hate is instigated by five antecedents, which are negative past experience, symbolic incongruity, poor relationship quality, ideological incompatibility and rumor, with rumor being the biggest instigator.

Antecedents of brand hate are assessed theoretically and empirically in this study which helps in understanding the true form of brand hate. More specifically, poor relationship quality and rumor are presented as the antecedents of brand hate according to the recommendations of the theory of hate.

El objetivo de este trabajo es explorar en detalle el concepto de odio a la marca, que es la emoción negativa extrema hacia las marcas, dando una explicación completa sobre cómo evoluciona el odio a la marca en los consumidores. Más específicamente, en este estudio se evalúan empíricamente los antecedentes de odio a la marca.

Este estudio utilizó datos primarios de 250 consumidores de marcas de comida rápida en Pakistán. El análisis de regresión múltiple en SPSS se utiliza para probar las hipótesis relacionadas con los antecedentes del odio a la marca.

Los resultados indican que el odio a la marca viene motivado por cinco antecedentes que son una experiencia pasada negativa, la incongruencia simbólica, la mala calidad de la relación, la incompatibilidad ideológica y el rumor negativo, siendo el rumor el mayor antecedente.

En este estudio se evalúan teórica y empíricamente los antecedentes del odio a la marca, lo que ayuda a comprender la verdadera forma de odio a la marca. Más específicamente, la mala calidad de la relación y el rumor se presentan como los antecedentes del odio a la marca de acuerdo con las recomendaciones de la teoría del odio.

Odio a la marca, gestión de marca, relación con el cliente

Trabajo de investigación

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.

This study aims to understand the perceived emotions of human–artificial intelligence (AI) interactions in the private sector. Moreover, this research discusses the transferability of these lessons to the public sector.

This research analysed the comments posted between June 2022 and June 2023 in the global open Reddit online community. A data mining approach was conducted, including a sentiment analysis technique and a qualitative approach.

The results show a prevalence of positive emotions. In addition, a pertinent percentage of negative emotions were found, such as hate, anger and frustration, due to human–AI interactions.

The insights from human–AI interactions in the private sector can be transferred to the governmental sector to leverage organisational performance, governmental decision-making, public service delivery and the creation of economic and social value.

Beyond the positive impacts of AI in government strategies, implementing AI can elicit negative emotions in users and potentially negatively impact the brand of private and government organisations. To the best of the authors’ knowledge, this is the first research bridging the gap by identifying the predominant negative emotions after a human–AI interaction.