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BRAND HATE: NAVIGATING CONSUMER NEGATIVITY DGTL WORLD 2

Marketing

Business & Economics

Consumer Behavior

Gt Product Group

Binding Format

Marketing Imprint Name

B2B GT

CL Carton Count

Imprint Name

B2B & B2C

<P>This book focuses on the concept of <Q>brand hate</Q> 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 scholars and practitioners in marketing, psychology, and consumer behavior. It 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; and offers anti-branding management tools that companies can use to manage negative consumer experiences.</P>

Brand Hate

COLFR

COLSR

Duration

Duration Unit Of Measure

Transaction Type

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Contents.
List of Figures.
List of Tables.
1: Understanding Brand Hate.
2: What Is Hate?.
3: What Is Brand Hate?.
4: Antecedents of Brand Hate.
5: Consequences of Brand Hate.
6: Implications of Brand Hate.
7: Semiotics of Brand Hate.
8: Legality of Brand Hate: Dilution v. Collusion.
9: Managing Brand Hate.
Index.

Brand Hate.css-1p8rvzy{position:absolute;padding-left:8px;}

Brand Hate