Brand Hate

Navigating Consumer Negativity in the Digital World

Business & Finance, Marketing & Sales, Customer Service, Consumer Behaviour
Cover of the book Brand Hate by S. Umit Kucuk, Springer International Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: S. Umit Kucuk ISBN: 9783030003807
Publisher: Springer International Publishing Publication: September 29, 2018
Imprint: Palgrave Macmillan Language: English
Author: S. Umit Kucuk
ISBN: 9783030003807
Publisher: Springer International Publishing
Publication: September 29, 2018
Imprint: Palgrave Macmillan
Language: English

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. 

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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. 

More books from Springer International Publishing

Cover of the book Neurath Reconsidered by S. Umit Kucuk
Cover of the book Extremophiles: Applications in Nanotechnology by S. Umit Kucuk
Cover of the book Network Data Envelopment Analysis by S. Umit Kucuk
Cover of the book Applying Comparative Effectiveness Data to Medical Decision Making by S. Umit Kucuk
Cover of the book High Pressure Fluid Technology for Green Food Processing by S. Umit Kucuk
Cover of the book Managing Dismounted Complex Blast Injuries in Military & Civilian Settings by S. Umit Kucuk
Cover of the book Communities of Practice: Art, Play, and Aesthetics in Early Childhood by S. Umit Kucuk
Cover of the book Proceedings of the Third International Scientific Conference “Intelligent Information Technologies for Industry” (IITI’18) by S. Umit Kucuk
Cover of the book Progress in Ultrafast Intense Laser Science XI by S. Umit Kucuk
Cover of the book Sedimentation Processes in the White Sea by S. Umit Kucuk
Cover of the book Business Process Management by S. Umit Kucuk
Cover of the book Machine Learning in VLSI Computer-Aided Design by S. Umit Kucuk
Cover of the book Corporate Social Responsibility in Sub-Saharan Africa by S. Umit Kucuk
Cover of the book Treatise on Acoustics by S. Umit Kucuk
Cover of the book Frictionless Markets by S. Umit Kucuk
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy