Brand Hate Navigating Consumer Negativity in the Digital World /
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. In today's world, it is almost impossib...
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| Language: | English |
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Cham :
Springer International Publishing : Imprint: Palgrave Macmillan,
2016.
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| Edition: | 1st ed. 2016. |
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| Online Access: | https://doi.org/10.1007/978-3-319-41519-2 |