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Keywords: Online anti-brand activism
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Journal Articles
Journal of Product & Brand Management (2026) 35 (4): 499–513.
Published: 03 November 2025
... imbalance between online brand communities’ hate and online brand avoidance. This study also explores the mediating effect of online brand avoidance on the relationship between hatred within OBCs and the emergence of online anti-brand activism. Design/methodology/approach An online survey was used...
