Managing Online Anti-branding Consumer Behaviours: A Multiple Case Study Analysis in the Italian Landscape

  • Mario D’ArcoEmail author
  • Vittoria Marino
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


This article seeks to contribute to the extant knowledge about branding in the digital era exploring why consumers assume adversely behaviours towards brands and how brand managers react when their brand is attacked. From the multiple case study analysis emerged that not every brand reacts at the same way. Specifically we noted the following four different strategies: (1) ignore; (2) apologize; (3) start a dialogue with trolls and haters; (4) change behaviour. Interestingly, (3) and (4) appeared more effective in mitigating consumers attacks. On the contrary (1) and (2) would be risky in some contexts.


Digital branding Brand management Anti-branding activities Consumer empowerment Brand hate 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.DISA-MISUniversity of SalernoFiscianoItaly

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