A study on antibranding documented hostility among consumers who object to the gas-guzzling Hummer vehicle. One driver posted this message: “The H2 is a death machine. You’d better hope that you don’t collide with an H2 in your economy car. You can kiss your ass goodbye thanks to the H2’s massive weight and raised bumpers. Too bad you couldn’t afford an urban assault vehicle of your own.”153 Identify an antibranding site for another product.

What functions do the site seem to serve? How can people who participate there be considered part of a community?

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