… First, we describe anti-branding as a separate process distinct from product evaluation and
… the online anti-branding process; third, we provide a link between anti-branding and brand …

… In the context of this study, dilution by tarnishment is conceptually linked to anti-branding
activities on the Internet because these anti-branders use negative speech to destroy a …

… that have to deal with anti-branding on the internet: http://… for consumers posting on an
anti-branding website: 1) Seeks … still felt lead to the anti-branding website after receiving an …

… of consumer’s anti-branding actions. More specifically, it … the anti-branding phenomenon.
By adopting a multiple-case study research design, this thesis explores the whole anti-branding …

… However, with current Internet capabilities, such movements are transpiring in virtual
space. Internet is playing a major role in developing anti-branding communities which have …

… internet. We, therefore, will conceptualise this new phenomenon and brand effect on the
internet … minimise the negative impacts of anti-branding efforts on the internet and to reach more …

This article seeks to contribute to the extant knowledge about branding in the digital era
exploring why consumers assume adversely behaviours towards brands and how brand …

… Digital technology and the internet has created a world that makes copying, pasting, and …
In this way, the Internet has effectively transformed the world of brands, trademarks and …

… -brand relationships in the Internet, striving to investigate “who … -brand relationships in the
Internet domain and provides … the Internet, which is so pertinent in the rise of marketing 5.0. …

… As has been argued in other anti-branding contexts (Holt 2002), this study makes a strong
case for using these communities as “grist for the branding mill that is ever in search of new …