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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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Main Author: Kucuk, S. Umit. (Author, http://id.loc.gov/vocabulary/relators/aut)
Corporate Author: SpringerLink (Online service)
Language:English
Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2016.
Edition:1st ed. 2016.
Subjects:
Customer relations—Management.
Public relations.
Internet marketing.
Industrial management.
Emotions.
Customer Relationship Management.
Corporate Communication/Public Relations.
Online Marketing/Social Media.
Media Management.
Emotion.
Online Access:https://doi.org/10.1007/978-3-319-41519-2
Table of Contents:
  • 1. What is Hate?
  • 2. What is Brand Hate?
  • 3. Antecedents of Brand Hate
  • 4. Consequences of Brand Hate
  • 5. Semiotics of Brand Hate
  • 6. Legality of Brand Hate
  • 7. Managing Brand Hate.

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