What Drives Anti-brand Community Behaviours: An Examination of Online Hate of Technology Brands

As the phenomenon of anti-branding is fast expanding, consumers are increasingly engaging in active brand rejection behaviours, one of which is the participation in anti-brand communities. Little is known about these groups of consumer activists, who seem highly popular, especially in online contexts. Focusing on communities targeting multinationals in the technology industry, this study explores the drivers of anti-brand community participation. Data collected from 307 anti-brand community members reveal that the key drivers of community participation are brand material value, oppositional attitudinal loyalty, negative brand relationship and collective memory, through the mediating effect of community engagement and identification, and social approval. These findings provide illuminating insight for the targeted brands, their competitors, and the community managers.