Brand Hate Navigating Consumer Negativity in the Digital World /

• Κύριος συγγραφέας: Kucuk, S. Umit (Συγγραφέας, http://id.loc.gov/vocabulary/relators/aut)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2019.
• Έκδοση: 2nd ed. 2019.
• Θέματα: Motivation research (Marketing).; Customer relations-Management.; Public relations.; Internet marketing.; Industrial management.; Emotions.; Consumer Behavior.; Customer Relationship Management.; Corporate Communication/Public Relations.; Online Marketing/Social Media.; Media Management.; Emotion.

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...

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.