Name: Brand Hate: Navigating Consumer Negativity in the Digital World (en Inglés)
Price: 299938.00 COP
Availability: InStock
Author: Kucuk, S. Umit
ISBN: 9783030131098

Formato

Libro Físico

Autor

S. Umit Kucuk

Editorial

Palgrave MacMillan

Idioma

Inglés

N° páginas

199

Encuadernación

Tapa Blanda

Dimensiones

21.0 x 14.8 x 1.1 cm

Peso

0.26 kg.

ISBN13

9783030131098

N° edición

0002

Categorías

Comercio electrónico
Relaciones públicas
Atención al cliente
Finanzas e inversiones en línea

Brand Hate: Navigating Consumer Negativity in the Digital World (en Inglés)

S. Umit Kucuk (Autor) · Palgrave MacMillan · Tapa Blanda

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Origen: Estados Unidos (Costos de importación incluídos en el precio)

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Reseña del libro "Brand Hate: Navigating Consumer Negativity in the Digital World (en Inglés)"

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 scholars and practitioners in marketing, psychology, and consumer behavior.