...) . Examples of valence codes are illustrated in Table 1 . Gamification Digital assets Luxury brands Gaming Anti-consumption Brand hate Tech-savvy younger cohorts are spending an increasing amount of time in virtual spaces and in the so-called metaverse. This phenomenon has been a positive...

... to manage its potential ramifications. Originality/value There has been a paucity of anti-consumption research within the business strategy literature. To the best of the authors’ knowledge, the focus on China makes this the first study to investigate brand hate within a Chinese cultural context. Our...