We love to hate them! Social media-based anti-brand communities in professional football

This research investigates social media-based anti-brand communities and their effects on the sports team brand in question. A netnographic study of Facebook-based anti-brand communities that oppose a professional football team reveals characteristics and drivers of this phenomenon. The research further identifies co-destructive behaviours of anti-brand community members that harm the brand. However, the findings also reveal that anti-brand communities may play a positive role in sport, as they strengthen the relationship between fans of the opposed brand and this brand and foster rivalry among football fans. Recommendations are made for team sport brands.