Overview
- 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
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Table of contents (7 chapters)
Keywords
About this book
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 acompany 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
“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 frombrand hate situations.” (Joanne Broder Sumerson, PsycCRITIQUES, Vol. 62 (16), April, 2017)
Authors and Affiliations
About the author
Bibliographic Information
Book Title: Brand Hate
Book Subtitle: Navigating Consumer Negativity in the Digital World
Authors: S. Umit Kucuk
DOI: https://doi.org/10.1007/978-3-319-41519-2
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2016
eBook ISBN: 978-3-319-41519-2Published: 16 September 2016
Edition Number: 1
Number of Pages: IX, 141
Number of Illustrations: 4 b/w illustrations, 6 illustrations in colour
Topics: Customer Relationship Management, Corporate Communication/Public Relations, Online Marketing/Social Media, Media Management, Emotion