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1 online resource (149 pages) |
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text file |
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PDF |
| Series |
Palgrave pivot
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Palgrave pivot.
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| Contents |
List of Figures; List of Tables; Chapter 1: What Is Hate?; Threatened Egotism; Perceived Injustice; Dimensions of€Hate; Cold Hate (Devaluation-Diminution); Cool Hate (Negation of€Intimacy-Disgust); Hot Hate (Anger-Fear); Severity of€Hate; Notes; References; Chapter 2: What Is Brand Hate?; Brand Hate; Components of€Brand Hate; Cold Brand Hate; Cool Brand Hate; Hot Brand Hate; Types of€Brand Hate; Anti-branding and€Brand Hate; Brand Bullying; Notes; References; Chapter 3: Antecedents of€Brand Hate; Company-Related Brand Hate Antecedents; Product/Service Failures. |
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Corporate Social IrresponsibilityPotential Interaction Effects; Consumer-Related Brand Hate Antecedents; Consumer Personality Problems; Notes; References; Chapter 4: Consequences of€Brand Hate; Consumer Complaining and€Negative WOM; Consumer Boycott; Notes; References; Chapter 5: Semiotics of€Brand Hate; Brand Semiotics; Anti-branding Semiotics; Digital Anti-branding Discourse; Capitalist Coca Cola (Slogan Subverted); Nazi Disney (Mascot Subverted); Satan Intel (Brand Logo and€Slogan Subverted); Unhealthy McDonald's (Brand Name and€Logo Subverted); Comparisons of€Anti-Branding Images; Notes. |
| Bibliography |
ReferencesChapter 6: Legality of€Brand Hate; Brand Dilution; Likelihood of€Consumer Confusion; Blurring and/or Tarnishment; Brand Identity Collusion; Anti-branding Dilution Test; Sources of€Conflicts Between Brand Dilution and€Anti-branding; Conflict 1: Trademark Rights vs. Free-Speech Rights; Conflict 2: Brand Dilution vs. Consumer Creativity; Conflict 3: Creator's Rights vs. Attributor's Rights; Notes; References; Chapter 7: Managing Brand Hate; Listening; Engagement; Negotiation; Notes; Index. |
| Summary |
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 |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Business.
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Internet marketing.
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Industrial management.
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Public relations.
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Customer relations -- Management.
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Emotions.
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businesses (business enterprises) |
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public relations. |
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BUSINESS & ECONOMICS -- Industrial Management. |
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BUSINESS & ECONOMICS -- Management. |
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BUSINESS & ECONOMICS -- Management Science. |
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BUSINESS & ECONOMICS -- Organizational Behavior. |
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Business |
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Customer relations -- Management |
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Emotions |
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Industrial management |
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Internet marketing |
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Public relations |
| In: |
Springer eBooks |
| Other Form: |
Print version: Kucuk, S. Umit. Brand Hate : Navigating Consumer Negativity in the Digital World. Cham : Springer International Publishing, ©2016 9783319415185 |
| ISBN |
9783319415192 |
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3319415190 |
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3319415182 |
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9783319415185 |
| Standard No. |
10.1007/978-3-319-41519-2 |
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