Brand Hate | Navigating Consumer Negativity in the Digital World

S. Umit Kucuk

ISBN 10: 3030131092 / ISBN 13: 9783030131098

Published by Springer, 2019

About this Item

Brand Hate | Navigating Consumer Negativity in the Digital World | S. Umit Kucuk | Taschenbuch | ix | Englisch | 2019 | Springer | EAN 9783030131098 | Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu.

Seller Inventory # 117465468

Bibliographic Details

• Title: Brand Hate | Navigating Consumer Negativity in the Digital World
• Publisher: Springer
• Publication Date: 2019
• Language: English
• ISBN 10: 3030131092
• ISBN 13: 9783030131098
• Binding: Taschenbuch
• Edition: 2nd Edition
• Condition: Neu
• Dimensions: 210W x 148H x 12D millimeters 210 millimeters width by 148 millimeters height by 12 millimeters depth
• Weight: 281 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

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. 

About the Author

S. Umit Kucuk has taught marketing, consumer behavior, and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is widely published in Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of Consumer Marketing, Journal of Retailing and Consumer Services, Journal of Research for Consumers, Marketing Theory, and Technovation, among others. He is the winner of the 2010 “Citation of Excellence” award from Emerald Management Reviews and his articles are among the most popular and most downloaded in these journals.