Brand Hate Navigating Consumer Negativity in the Digital World /

• Main Author: Kucuk, S. Umit (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2016.
• Subjects: Business.; Internet marketing.; Industrial management.; Public relations.; Customer relations > Management.; Emotions.; Business and Management.; 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. In today's world, it is almost impossib...

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.