"Gör det rätta gör slut med Cloetta"
Anti-branding is a phenomenon more and more commonly used to aim criticism toward companies. Despite this, research in the area of anti-branding is scarce. The purpose of this study is to contribute research on the topic by examining how an organization can work with an anti-branding campaign against a company in order to influence and actuate change. The study is based on a qualitative case study
