Brand Hate Navigating Consumer Negativity in the Digital World /

• Main Author: Kucuk, S. Umit (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2019.
• Edition: 2nd ed. 2019.
• Subjects: 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...