Titlebook: Brand Hate; Navigating Consumer S. Umit Kucuk Book 20161st edition The Editor(s) (if applicable) and The Author(s) 2016 consumer behavior.

侵略主义

Consequences of Brand Hate,h (WOM) and consumer boycotting literatures. The chapter provides classifications for potential consumer responses at both attitudinal and behavioral levels. Potential brand damage and anti-branding and brand hate reflections and their impact on individual and social level consumer behaviors are investigated.

MURAL

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Preserve

What Is Brand Hate?,e, various forms of brand hate emotions from different social contexts are introduced, such as “brand bullying”. This chapter provides a broader conceptual context for the concept of brand hate, its components and its degrees ( defined as severity of brand hate).

Debrief

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https://doi.org/10.1007/978-3-662-49202-4nti-branding dilution discussions and a way to develop better functioning branding exchange systems for digital markets. Consequently, possible changes in future branding ownership issues for digital markets are also envisioned in this chapter.

ARCH

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引导

R. T. Pardasani,P. Pardasani,A. Gupta of feelings of hate and anger. He uses Sternberg’s hate classification in order to define the various dimensions of hate, from low level to high level (or alternatively severe hate) in terms of Sternberg’s triangular hate model. After this chapter, readers should have a basic understanding of the concept of hate and its dimensions.

TOM

https://doi.org/10.1007/978-3-662-49202-4We also examine a specific decision algorithm for use when dealing with brand haters, which takes account of the origin of hate (either company-related or consumer-related brand hate). Thus, this final chapter introduces some ideas for how to build better and healthier functioning market communications and relationships for the benefit of all.