Brand hate : Navigating consumer negativity in the digital world, 2nd
- Author
- S. Umit Kucuk
- Publication Year
- 2019
- Publisher
- Springer
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
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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. 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.
Keywords: Consumer behavior / Corporate communication / Customer relationship management / Digital marketing / Emotion / Media planning / Consumer psychology / Branding / Anti-branding / Marketing / Consumer affairs / Brand management / Retailing / Digital markets / Brand avoidance / Customer service / Digital branding / Brand hate / Consumer-generated branding / Brand semiotics / Negative word of mouth / Corporate social responsibility / Corporate social irresponsibility / Public relations / Social media / Media management.
