Abstract

This study reveals prevalent antecedents of the behaviors of anti-branding communities on the internet. In the
theoretical framework, the impacts of ethnocentrism, religiosity, environmental and health consciousness upon
anti-branding are investigated. The empirical results of the study put forth important findings in terms of
understanding the main motives behind anti-branding. This study also offers noteworthy implications for
researchers and marketing managers by revealing the relationship between ethnocentrism, environmental and
health consciousness and anti-branding while taking gender and education as control variables.

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