...Mohammad Osman Gani; Hiran Roy; Kifayat Nahiyan Rafi; Nik Mohd Hazrul Nik Hashim Purpose This study aims to investigate the interplay between brand hate, online brand avoidance and anti-brand activism among online brand communities (OBCs). It also examines the moderating role of ideological...

.... The purpose of this study is to explore how online brand communities (OBCs) can be used as a means for co-creating brand inclusion. Design/methodology/approach This research used a netnographic case study approach with two inclusive brands with robust OBCs. Data collection for this case-based project...

...Abhishek Behl; Chitrakshi Bhutani; Nirma Sadamali Jayawardena; M.S. Balaji Purpose This study aims to present a comprehensive review of the literature on the dark side of online brand communities, identifying the dominant themes [determinants of the dark side in online brand communities (OBCs...

...Jitender Kumar Purpose This study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and activation) inside online brand communities (OBCs). The authors also explore the mediation of this effect through...

...Tuğba Özbölük; Yunus Dursun Purpose This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple. Design/methodology/approach Design/methodology/approach Data are drawn from an 18-month netnographic study, including...

... at: arcand.manon@uqam.ca © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Brand identification Brand loyalty Brand relationships Brand evangelism Online brand communities Oppositional brand referrals Trash-talk Around 15 years ago...