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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."--Back cover.

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Bibliographic Details
Main Authors: Kucuk, S. Umit
Published: Palgrave Macmillan,
Publisher Address: Switzerland :
Publication Dates: [2016]
Literature type: Book
Language: English
Series: Palgrave pivot
Subjects:
Consumer behavior
Branding Marketing > Psychological aspects
Brand name products > Psychological aspects
Customer loyalty
Summary: "This book focuses on the concept of 'brand hate and consumer negativity in today's digital markets."--Back cover.
Carrier Form: ix, 141 pages : illustrations, forms ; 22 cm.
Bibliography: Includes bibliographical references and index.
ISBN: 9783319415185 (hardback : alkaline paper) :
3319415182 (hardback : alkaline paper)
Index Number: HD69
CLC: F760.5-05
F713.55
Call Number: F713.55/K957
Contents: What is hate? -- What is brand hate? -- Antecedents of brand hate-- Consequences of brand hate-- Semiotics of brand hate-- Legality of brand hate-- Managing brand hate.

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