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- W2047984683 abstract "This study discusses the role of anti-brand websites and their importance in markets within a new conceptualisation—Negative Double Jeopardy (NDJ): ‘the most valuable brands attract more anti-brand sites while less valuable brands do not have such hate attraction on the Internet’. In this context, the forms and reasons of anti-brand sites are investigated in light of this newly proposed NDJ phenomenon. NDJ components are identified as ‘Brand Rank’ and ‘Brand Consistency’. Typology of anti-brand sites with regard to NDJ is also studied and finally managerial implications are addressed." @default.
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- W2047984683 date "2007-06-08" @default.
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- W2047984683 title "Negative Double Jeopardy: The role of anti-brand sites on the internet" @default.
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- W2047984683 doi "https://doi.org/10.1057/palgrave.bm.2550100" @default.
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