Brand Hate

Navigating Consumer Negativity in the Digital World

S. Umit Kucuk (Autor)

Buch | Softcover

IX, 141 Seiten

2018 | Softcover reprint of the original 1st ed. 2016
Springer International Publishing (Verlag)
978-3-319-82374-4 (ISBN)

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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.

S. Umit Kucuk has taught marketing, consumer behavior, and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is widely published in the Anti-Trust Bulletin, Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of International Consumer Marketing, Journal of Retailing and Consumer Services, Journal of Research for Consumers, Marketing Theory, and Technovation, among others. He is the winner of the 2010 "Citation of Excellence" award from Emerald Management Reviews and his articles are among the most popular and most downloaded in these journals.

1. What is Hate?
2. What is Brand Hate?
3. Antecedents of Brand Hate

4. Consequences of Brand Hate

5. Semiotics of Brand Hate
6. Legality of Brand Hate
7. Managing Brand Hate

"The book gives a well-rounded view on the topic of brand hate. ... there are valuable insights and takeaways to be gained for both the academician and the practitioner. This book is the certain and definitive starting point for academicians wanting to understand and venture into the domain of brand hate and a must read for researchers in the area of consumer retaliation and negative word of mouth." (Krishnan Jeesha, IIM Kozhikode Society & Management Review, Vol. 7 (2), July, 2018)

"Written by S. Umit Kucuk, a prominent scholar and expert in marketing psychology and consumer behavior, Brand Hate: Navigating Consumer Negativity in the Digital World is smart and pithy. ... The intended readers are practitioners and scholars of marketing, psychology, and consumer behavior. It is presented like a textbook, with references, research, and paragraph format, so it seems to be targeted toward the scholarly subgroup. ... This is an essential book to learn and recover from brand hate situations." (Joanne Broder Sumerson, PsycCRITIQUES, Vol. 62 (16), April, 2017)

Erscheint lt. Verlag	15.6.2018
Zusatzinfo	IX, 141 p. 10 illus., 6 illus. in color.
Verlagsort	Cham
Sprache	englisch
Maße	148 x 210 mm
Gewicht	207 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	anti-branding • brand avoidance • brand hate • Branding • Brand Management • Brand Semiotics • consumer affairs • Consumer Behavior • Consumer-Generated Branding • Consumer psychology • Customer service • Digital Branding • digital markets • Marketing • Negative word of mouth • Retailing
ISBN-10	3-319-82374-4 / 3319823744
ISBN-13	978-3-319-82374-4 / 9783319823744
Zustand	Neuware