I hate it too! The science of anti-brand communities
REPORT
1 Jul 2021
I hate it too! The science of anti-brand communities

With consumers freer than ever to voice their dislike for companies, how should anti-brand communities be approached? Canvas8 spoke to Cleopatra Veloutsou, a professor of brand management at the University of Glasgow, to understand how digital spaces turn individual voices into collective clout.

Cleopatra Veloutsou

Cleopatra Veloutsou is a professor of brand management at the University of Glasgow’s Adam Smith Business School. Professor Veloutsou's primary research interests are brand management, brand relationships, brand community, brand equity, and brand co-creation.

Megan Carnegie

Megan Carnegie is a journalist and editor. She has written for Courier, Time Out, Guardian Weekend, Creative Review, The Telegraph, Evening Standard, and more. Outside of work, she can be found reading, running, and killing off her houseplants.