Online Brand Communities: When Consumers are Negatively Engaged

  • Ricardo Godinho BilroEmail author
  • Sandra Maria Correia Loureiro
  • Maria Inês Marques
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The goal of the current research is to explore the influence of negative engagement on committing participants in hate online brand communities. To reach this aim, three brands are used to assess this phenomenon (Starbucks, Apple, and McDonald’s), and three related hate online brand communities of such brands are involved. An online questionnaire is developed based on previously validated scales and fulfilled by 300 online members of mentioned communities. Findings reveal the importance of brand influence, helping, and self-expression dimensions on participants to be committed to hating brand communities.


Online brand community engagement Hate brand communities Commitment 


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Copyright information

© Academy of Marketing Science 2019

Authors and Affiliations

  • Ricardo Godinho Bilro
    • 1
    Email author
  • Sandra Maria Correia Loureiro
    • 1
  • Maria Inês Marques
    • 1
  1. 1.Instituto Universitário de Lisboa (ISCTE-IUL)LisboaPortugal

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