Research Catalog

Title

Brand hate : navigating consumer negativity in the digital world / S. Umit Kucuk.

Author

Küçük, S. Ümit

Publication

• Cham, Switzerland : Palgrave Macmillan, [2019]
• ©2019

Items in the Library & Off-site

Details

Description

ix, 199 pages : illustrations (black and white); 22 cm

Summary

"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."--Publisher's description.

Subjects

• Brand name products > Psychological aspects
• Consumer behavior
• Customer loyalty
• Branding (Marketing) > Psychological aspects

Bibliography (note)

• Includes bibliographical references and index.

Contents

Part I. Understanding brand hate. What is hate? ; What is brand hate? ; Antecedents of brand hate ; Consequences of brand hate -- Part II. Implications of brand hate. Semiotics of brand hate ; Legality of brand hate: dilution v. collusion ; Managing brand hate.

Call Number

JFD 19-1039

ISBN

• 3030003795
• 9783030003791
• 9783030003807 (PDF ebook) (canceled/invalid)

OCLC

1077293389

Author

Küçük, S. Ümit, author.

Title

Brand hate : navigating consumer negativity in the digital world / S. Umit Kucuk.

Publisher

Cham, Switzerland : Palgrave Macmillan, [2019]

Copyright Date

©2019

Edition

2nd Edition.

Type of Content

text

still image

Type of Medium

unmediated

Type of Carrier

volume

Bibliography

Includes bibliographical references and index.

Other Form:

Electronic version: Küçük, S. Ümit. Brand hate. 2nd ed. Cham, Switzerland : Palgrave Macmillan, c2019 9783030003807 (OCoLC)1055459275

Research Call Number

JFD 19-1039