Negative Double Jeopardy: The role of anti-brand sites on the internet

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.