..., the discrepancy between brand activities and brand values can lead to anti-brand consumption behaviors and “attack-like” strategies (Zarantonello et al., 2016) or even “brand sabotage” or “brand bullying” (Kähr et al., 2016 ; Breitsohl et al., 2018 ; Kucuk, 2019), with consumers...

... relationship Measurement Multidimensional scaling Anti-Branding Brand hate A video featuring a customer being dragged off a United Airlines plane went viral after its first exposure on social media. Many people claimed to hate United Airlines after watching the video and shared their similar...

... within an anti-choice setting (Hogg and Banister, 2001). Brand avoidance Scale development Anti-branding Brand relationships A widely held belief in the branding literature suggests that several intrinsic and extrinsic equities about brands trigger consumers’ patronage. These factors may...

... Qualitative research Ethnography Consumer behaviour Consumer resistance Cause related marketing Anti-branding “The day we stop posting our discontent on the Internet and really decide to act (not demonstrations or silent marches but burning buildings or sinking whalers, and removing unscrupulous...

... Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Measurement Scale development Anti-branding Brand relationships Brand hypocrisy Although consumers develop mainly positive relationships with brands (Batra et al., 2012 ; Fournier, 1998 ; Thomson...

... and can be contacted at: msw.lee@auckland.ac.nz © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Qualitative research Brand loyalty Consumer empowerment Brand co-creation Anti-Branding Consumer resistance Jailbreaking In 1976, Steve Jobs...

... Measurement Consumer psychology Anti-branding Marketing scholars have traditionally emphasized the positive aspects of consumption, and practitioners have been especially most interested in practical implications of the positive forms of knowledge rather than the negative ones; for example...