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Brand Hate = Navigating Consumer Negativity in the Digital World /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Brand Hate/ by S. Umit Kucuk.
Reminder of title:	Navigating Consumer Negativity in the Digital World /
Author:	Kucuk, S. Umit.
Description:	IX, 199 p.online resource. :
Contained By:	Springer Nature eBook
Subject:	Motivation research (Marketing). -
Online resource:	https://doi.org/10.1007/978-3-030-00380-7
ISBN:	9783030003807

Brand Hate = Navigating Consumer Negativity in the Digital World /
Kucuk, S. Umit.

Brand HateNavigating Consumer Negativity in the Digital World /[electronic resource] :by S. Umit Kucuk. - 2nd ed. 2019. - IX, 199 p.online resource.

1. What is Hate? -- 2. What is Brand Hate? -- 3. Antecedents of Brand Hate -- 4. Consequences of Brand Hate -- 5. Semiotics of Brand Hate -- 6. Legality of Brand Hate -- 7. Managing Brand Hate.

This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior. .

ISBN: 9783030003807

Standard No.: 10.1007/978-3-030-00380-7doiSubjects--Topical Terms:

1279600
Motivation research (Marketing).

LC Class. No.: HF5415.34

Dewey Class. No.: 658.8342

Brand Hate = Navigating Consumer Negativity in the Digital World /
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520 $a This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior. .
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