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

RALES

What Is Hate?, 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.

悬崖

N斯巴达人

https://doi.org/10.1007/978-3-662-49202-4ersonality traits that might function as major antecedents, such as the case of narcissistic individuals. Narcissism and entitlement are interchangeable as major consumer brand hate indicators in this chapter.

内部

Antecedents of Brand Hate,ersonality traits that might function as major antecedents, such as the case of narcissistic individuals. Narcissism and entitlement are interchangeable as major consumer brand hate indicators in this chapter.

promote

Book 20161st editionnerate 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

Grating

喃喃而言

What Is Brand Hate?,of brand hate are conceptualized as cold, cool and hot vis-à-vis consumer psychology and behavior literature. Types of consumer brand hate and potential hate interactions among various consumer behaviors are discussed. The conceptual link between brand hate and anti-branding is developed. Furthermor

Tractable

Antecedents of Brand Hate,cedents are discussed as “product and service failures” and “corporate social irresponsibility”. Furthermore, there is discussion of potential interactions among company-related antecedents, as some companies can both provide dysfunctional products and services and can be socially irresponsible. The

ADORN

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 inv

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