Brand Hate: Navigating Consumer Negativity in the Digital World PDF ebook

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SKU: 9783319415192 Category:

Buy Brand Hate: Navigating Consumer Negativity in the Digital World PDF ebook by author S. Umit Kucuk published by Palgrave Macmillan in 2016 and save up to 80%  compared to the print version of this textbook. With PDF version of this textbook, not only save you money, you can also highlight, add text, underline add post-it notes, bookmarks to pages, instantly search for the major terms or chapter titles, etc.
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eBook Details:

Full title: Brand Hate: Navigating Consumer Negativity in the Digital World
Edition:
Copyright year: 2016
Publisher: Palgrave Macmillan
Author: S. Umit Kucuk
ISBN: 9783319415192, 9781351284943
Format: PDF

Description of Brand Hate: Navigating Consumer Negativity in the Digital World:
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.

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