... by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Negative consumer-brand relationships Brand hate Anti-brand communities Consumer...

... Emerald Publishing Limited Licensed re-use rights only Brand hate Social media Anti-consumption Building a positive brand reputation is no easy task. And it invariably takes time. Lots of it in most cases. But the opposite prevails when it comes to a brand’s status being tarnished. Various...