Construct · 1 fields · 1 citations

anti-branding: a standalone construct

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● anchor · a standalone construct Nearest construct by meaning·not indexed

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Marketing

consumer efforts, often online, to criticize and oppose a brand, using sites and spoof content aimed at it.

In marketing, anti-branding refers to consumer efforts, often online, to criticize and oppose a brand, using sites and spoof content aimed at it. This meaning comes from Krishnamurthy (2009) in Journal of Business Research.[1]

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business1 fields · 1 citationsanchor · a standalone construct

References

Krishnamurthy, S., & Kucuk, S. U. (2009). Anti-branding on the internet. Journal of Business Research, 62(11), 1119-1126. https://doi.org/10.1016/j.jbusres.2008.09.003

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