Skip to main content
SpringerLink
Log in
Palgrave Macmillan
Book cover

Brand Hate

Navigating Consumer Negativity in the Digital World

  • Book
  • © 2016

Overview

Authors:
  1. S. Umit Kucuk

    1. City University of Seattle, Seattle, USA

    View author publications

    You can also search for this author in PubMed   Google Scholar

  • Identifies the key factors which lead to negative emotions towards company brands

  • Draws from psychology and consumer behavior research to identify the derivatives of hateful feelings

  • Explores how the Internet fuels hostility and shared dissatisfaction towards particular brands

  • Offers anti-branding management tools that companies can use to manage negative consumer experiences

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 44.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (7 chapters)

  1. Front Matter

    Pages i-ix
    Download chapter PDF

  2. What Is Hate?

    • S. Umit Kucuk
    Pages 1-15

  3. What Is Brand Hate?

    • S. Umit Kucuk
    Pages 17-36

  4. Antecedents of Brand Hate

    • S. Umit Kucuk
    Pages 37-56

  5. Consequences of Brand Hate

    • S. Umit Kucuk
    Pages 57-66

  6. Semiotics of Brand Hate

    • S. Umit Kucuk
    Pages 67-91

  7. Legality of Brand Hate

    • S. Umit Kucuk
    Pages 93-124

  8. Managing Brand Hate

    • S. Umit Kucuk
    Pages 125-136

  9. Back Matter

    Pages 137-141
    Download chapter PDF
Back to top

Keywords

About this book

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 impossible not to run into hateful language about companies and their brands in digital consumption spaces. Consumer hostility and hate is not hidden and silent but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards as a result of the Internet's democratic architecture. 


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. Finally, it provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior. 






Reviews

“The book gives a well-rounded view on the topic of brand hate. … there are valuable insights and takeaways to be gained for both the academician and the practitioner. This book is the certain and definitive starting point for academicians wanting to understand and venture into the domain of brand hate and a must read for researchers in the area of consumer retaliation and negative word of mouth.” (Krishnan Jeesha, IIM Kozhikode Society & Management Review, Vol. 7 (2), July, 2018)



“Written by S. Umit Kucuk, a prominent scholar and expert in marketing psychology and consumer behavior, Brand Hate: Navigating Consumer Negativity in the Digital World is smart and pithy. … The intended readers are practitioners and scholars of marketing, psychology, and consumer behavior. It is presented like a textbook, with references, research, and paragraph format, so it seems to be targeted toward the scholarly subgroup. … This is an essential book to learn and recover from brand hate situations.” (Joanne Broder Sumerson, PsycCRITIQUES, Vol. 62 (16), April, 2017)

Authors and Affiliations

  • City University of Seattle, Seattle, USA

    S. Umit Kucuk

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 the Anti-Trust Bulletin, Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of International 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.





Bibliographic Information

Publish with us

Policies and ethics

Back to top

Search

Navigation