Brand Hate and Anti-Branding Behaviour in Online Communities

Abstract

With the rapid growth of social media and online brand communities, consumer–brand interactions have become increasingly transparent, immediate, and emotionally charged. Alongside positive engagements such as brand advocacy and loyalty, negative phenomena such as brand hate and anti-branding behaviour have gained significant prominence. This study develops a comprehensive conceptual understanding of brand hate and anti-branding behaviour in online communities. Drawing upon theories of consumer emotions, social identity, and resistance to branding, the paper proposes a structured framework that explains the antecedents, manifestations, and consequences of brand hate in digital spaces. Key drivers such as consumer disappointment, ideological incompatibility, symbolic incongruity, and perceived corporate wrongdoing are examined in depth. The study further explains how online communities act as amplifiers of brand hate through collective sense-making, emotional contagion, and digital activism. The paper contributes to branding and consumer culture theory by integrating emotional and behavioral perspectives of consumer resistance and provides actionable insights for brand managers seeking to mitigate online brand hostility..