Essays about: "anti-brand communities"

Found 2 essays containing the words anti-brand communities.

1. 1. Candy clash: M&M’s caught in the crossfire

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Elena Rüffel; Mathea Talene Herzberg; Andrea Pachaly; [2024]
   Keywords : reputation; crisis communication; corporate brand management; brand identity; stakeholder relations; anti-brand communities; Business and Economics;

   Abstract : .... READ MORE

3. 2. Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Andrés Emilio Garcia Raffo; Niklas Kjellander; [2022]
   Keywords : Brand Community; Anti-Brand Community; Brand Dislike; Consumer-activism; Business and Economics;

   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. READ MORE