Brand Hate [electronic resource] : Navigating Consumer Negativity in the Digital World / by S. Umit Kucuk.

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Brand Hate [electronic resource] : Navigating Consumer Negativity in the Digital World / by S. Umit Kucuk.

Second edition 2019.

9783030003807
3030003809
9783030003791 (print)
3030003795
9783030003814 (print)
3030003817
9783030131098 (print)
3030131092

Cham : Springer International Publishing : Imprint : Palgrave Macmillan, 2019.

English

1 online resource (IX, 199 pages) : online resource

10.1007/978-3-030-00380-7 doi

HF5415.34

658.8342

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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Print version: 9783030003791
Print version: 9783030003814

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