| 期刊全称 | Brand Hate | | 期刊简称 | Navigating Consumer | | 影响因子2023 | S. Umit Kucuk | | 视频video | | | 发行地址 | 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 | | 图书封面 |  | | 影响因子 | .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. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. .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. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for | | Pindex | Book 2019Latest edition |
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发表于 2025-3-21 17:36:38
