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. It is almost impossible not t...
Κύριος συγγραφέας: | |
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Συγγραφή απο Οργανισμό/Αρχή: | |
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
Cham :
Springer International Publishing : Imprint: Palgrave Macmillan,
2019.
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Έκδοση: | 2nd ed. 2019. |
Θέματα: | |
Διαθέσιμο Online: | Full Text via HEAL-Link |
Πίνακας περιεχομένων:
- 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.