Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands
(2022) In Strategic Brand Management - Master Papers Eight Edition BUSN21 20222Department of Business Administration
- Abstract
- Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands.
Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs.
Research Question: What methods/strategies do anti-brand communities use in order to harm brands?
Methodology: This paper uses a qualitative research design through Ethnography. By applying thematic analysis the authors explore the contents of social media-based Anti-Brand Communities of three brands: Nestlé (1 large community on Reddit), Apple (1 medium-sized community on Facebook) and... (More) - Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands.
Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs.
Research Question: What methods/strategies do anti-brand communities use in order to harm brands?
Methodology: This paper uses a qualitative research design through Ethnography. By applying thematic analysis the authors explore the contents of social media-based Anti-Brand Communities of three brands: Nestlé (1 large community on Reddit), Apple (1 medium-sized community on Facebook) and Disney (3 small-sized communities on Facebook and 1 medium-sized on Reddit).
Theory: Brand Community, Anti-Brand Community, Echo Chambers, Internet Memes, Consumer Boycott, Brand Awareness, Brand Dislike, Word-of-Mouth, Brand Involvement, Brand Identity, Culture Jamming, Positioning.
Findings: The findings of this paper suggest that Anti-Brand Communities use a variety of different methods/strategies aimed to harm brands. Them being: Vocal Brand Dislike, Collective Brand Boycotting, Mockery, Echo Chamber and Negative Word-of-Mouth.
Original/Value: This paper expands the current research area of Anti-Brand Communities with insights regarding how Anti-Brand Communities in practice (e.g. through which methods/strategies) intend to harm brands. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9102267
- author
- Garcia Raffo, Andrés Emilio LU and Kjellander, Niklas LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20222
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Community, Anti-Brand Community, Brand Dislike, Consumer-activism
- publication/series
- Strategic Brand Management - Master Papers Eight Edition
- language
- English
- id
- 9102267
- date added to LUP
- 2022-11-08 11:21:24
- date last changed
- 2022-11-08 11:21:24
@misc{9102267,
abstract = {{Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands.
Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs.
Research Question: What methods/strategies do anti-brand communities use in order to harm brands?
Methodology: This paper uses a qualitative research design through Ethnography. By applying thematic analysis the authors explore the contents of social media-based Anti-Brand Communities of three brands: Nestlé (1 large community on Reddit), Apple (1 medium-sized community on Facebook) and Disney (3 small-sized communities on Facebook and 1 medium-sized on Reddit).
Theory: Brand Community, Anti-Brand Community, Echo Chambers, Internet Memes, Consumer Boycott, Brand Awareness, Brand Dislike, Word-of-Mouth, Brand Involvement, Brand Identity, Culture Jamming, Positioning.
Findings: The findings of this paper suggest that Anti-Brand Communities use a variety of different methods/strategies aimed to harm brands. Them being: Vocal Brand Dislike, Collective Brand Boycotting, Mockery, Echo Chamber and Negative Word-of-Mouth.
Original/Value: This paper expands the current research area of Anti-Brand Communities with insights regarding how Anti-Brand Communities in practice (e.g. through which methods/strategies) intend to harm brands.}},
author = {{Garcia Raffo, Andrés Emilio and Kjellander, Niklas}},
language = {{eng}},
note = {{Student Paper}},
series = {{Strategic Brand Management - Master Papers Eight Edition}},
title = {{Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands}},
year = {{2022}},
}