Sung, Yougjun2011-02-172011-02-172017-05-112011-02-172011-02-172017-05-112010-12December 2http://hdl.handle.net/2152/ETD-UT-2010-12-2583textThis 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.application/pdfengAnti-brandSouth KoreaBrand communityAnti-brand communityConsumer dissatisfactionthesis2011-02-17