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  1. Bog
  2. Psykologi
  3. Psykologi: følelser

Brand Hate

- Navigating Consumer Negativity in the Digital World
Af: S. Umit Kucuk Engelsk Hardback

Brand Hate

- Navigating Consumer Negativity in the Digital World
Af: S. Umit Kucuk Engelsk Hardback
Tjek vores konkurrenters priser

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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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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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 199
ISBN-13: 9783030003791
Indbinding: Hardback
Udgave:
ISBN-10: 3030003795
Kategori: Psykologi: følelser
Udg. Dato: 15 okt 2018
Længde: 0mm
Bredde: 148mm
Højde: 210mm
Forlag: Springer Nature Switzerland AG
Oplagsdato: 15 okt 2018
Forfatter(e): S. Umit Kucuk
Forfatter(e) S. Umit Kucuk

Kategori Psykologi: følelser

ISBN-13 9783030003791

Sprog Engelsk

Indbinding Hardback

Sider 199

Udgave

Længde 0mm

Bredde 148mm

Højde 210mm

Udg. Dato 15 okt 2018

Oplagsdato 15 okt 2018

Forlag Springer Nature Switzerland AG

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