Table VI.
Dimensions of negative online brand engagement
| Dimension | Sub-dimension | Literature influencing the definition | Supporting quotes from Studies 1–3 | Number of items | |||
|---|---|---|---|---|---|---|---|
| Step1 Generated | Step 2 Activity 1 | Step 2 Activity 2 | Step 2 Activity 3 | ||||
| Cognitive dimension: the level of a consumer's negatively valenced brand-related attention and thinking | Attention: the extent of a consumer being negatively attended to the brand in the online environment | Vivek et al., 2014; Hollebeek et al., 2014; Dessart et al., 2015, Dessart et al., 2016 | ’As the years progressed, I started to realise that Google is now attracted to the way Apple does which kind of puts me off' (Moderator 10, 31). – Study 2 ’The first impression of the Tab A in white was cheap and nasty.' (Samsung 1) – Study 1 | 32 | 30 | 10 | 4 |
| Thinking: the extent of a consumer considering negatively of a brand in their mind | Hollebeek and Chen, 2014; Dessart et al., 2015, 2016; Fang, 2017; Stathopoulou et al., 2017; Naumann et al., 2017a | ’They thought that the overall storytelling was so poor, that it needs to be recognized that it was poor storytelling. And it ruined their Star Wars experience' (Moderator 4, 30). – Study 2 ’Samsung limits the watch too much and forces you to use what they want. This isn't right' (Samsung 2). – Study 1 | 18 | 14 | 7 | 5 | |
| Affective dimension: the degree of a consumer's negative feelings and emotions toward the brand | Diversity of negative feelings: the collection of consumers' overall negative feelings about the brand | Hollebeek and Chen, 2014; Raïes et al., 2015; Baldus et al., 2015; Dessart et al., 2015; Naumann et al., 2017a | ’And I am also disappointed in the way that they behave.… I think they are holding the industry back in a lot of ways' (Member 5, 44). – Study 3 ’I had my doubts as soon as I powered it on but now after a panel failure after just 3 months I am worried about its longevity' (Samsung 4). – Study1 | 42 | 40 | 23 | 6 |
| Negative emotion demonstration: the extent of consumers consciously surface their negative emotions | Hollebeek and Chen, 2014; Raïes et al., 2015; Baldus et al., 2015; Dessart et al., 2015; Naumann et al., 2017a | ’ABSOLUTE RUBBISH!!!!!!!!! BROKE AFTER A WEEK OF USING THEM! WHAT….A….WASTE….OF….MONEY  ’ (Apple 1). – Study 1 ’The connection is TERRIBLE!!!!!!!!!!!!!!!!!!' (Samsung 5). – Study 1 | 20 | 20 | 11 | 7 | |
| Behavioural dimension: the consumer's negatively valenced constructive and destructive behaviours to a brand in the online environment | Online constructive behaviour: consumers' positively oriented online actions to solve the brand's problem considering one's own concern as well as those of the brand | Romani et al., 2013; Naumann et al., 2017a, Naumann et al., 2017b; Kim and Lim, 2020 | ’I've written many multi-paragraph essays in the group, so if Apple is monitoring the group or anything like that, then they have certainly gotten my opinion in that respect' (Member 5, 44). – Study 3 ’The screen locked and the waiting circle log in the middle of a black screen kicked in..and ran for 12 h during which time I could not do anything' (Apple 2). – Study 1 | 34 | 32 | 5 | 5 |
| Online destructive behaviour: consumers' negatively oriented online actions to harm the brand considering one's own concerns | Plé and Cáceres, 2010; Gebauer et al., 2013; Dolan et al., 2016; Naumann et al., 2017a, Naumann et al., 2017b; Zhang et al., 2018 | ’Sometimes, people can be a little aggressive but it is I HATE Walmart with a passion, so people have that passion…' (Moderator 1, 39) – Study 2 ’It ended up with a logo that said, killer Kit Kat and several members change their pro-Facebook profile to the killer profile and posted on Nestle's Facebook page' (Moderator 3, 61). – Study 2 | 25 | 24 | 5 | 5 | |
| Total | - | - | 171 | 160 | 61 | 32 | |
Source: Authors' own work