This paper attempts to explore the nature of the online anti-brand communities in
South Korea. The current state of the online anti-brand communities is discovered with
regards to different kinds of online platforms and the categories of targeted products and
services. Case analyses of three popular anti-brand communities were conducted to discover how dissatisfied consumers form a group, interact with other consumers, and generate group actions. Specific details of consumer interactions and collective actions in the online anti-brand communities provide some managerial implications of how to effectively react to the
anti-brand movement. / text
| Identifer | oai:union.ndltd.org:UTEXAS/oai:repositories.lib.utexas.edu:2152/ETD-UT-2010-12-2583 |
| Date | 17 February 2011 |
| Creators | Lee, Jia |
| Source Sets | University of Texas |
| Language | English |
| Detected Language | English |
| Type | thesis |
| Format | application/pdf |
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