Authors:
- 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
- Offers anti-branding management tools that companies can use to manage negative consumer experiences
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Table of contents (7 chapters)
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Front Matter
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Understanding Brand Hate
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Front Matter
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Implications of Brand Hate
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Front Matter
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Back Matter
About this book
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.
Keywords
- consumer behavior
- Consumer psychology
- branding
- anti-branding
- marketing
- consumer affairs
- brand management
- retailing
- digital markets
- brand avoidance
- customer service
- digital branding
- brand hate
- Consumer-Generated Branding
- Brand Semiotics
- Negative word of mouth
- corporate social responsibility
- Corporate Social Irresponsibility
Reviews
“Kucuk's book is a well‐written, pioneering, but still well‐grounded work that represents a good way to familiarize oneself with the nascent topic of brand hate. It is the first on the topic and has the merit of divulgating the notion of brand hate to a large audience of students, academics, and practitioners who wish to know more about it.” (Lia Zarantonello, Psychology & Marketing, August 20, 2020)
“In the wake of publications such as Dr. S Umit Kucuk's Brand Hate: Navigating Consumer Negativity in the Digital World, articles are popping up in psychology journals across the globe.” (Karen Correia da Silva, Forbes, August 21, 2019)
Authors and Affiliations
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University of Washington, Tacoma, USA
S. Umit Kucuk
About the author
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 Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of 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.
Bibliographic Information
Book Title: Brand Hate
Book Subtitle: Navigating Consumer Negativity in the Digital World
Authors: S. Umit Kucuk
DOI: https://doi.org/10.1007/978-3-030-00380-7
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2019
Hardcover ISBN: 978-3-030-00379-1Published: 15 October 2018
Softcover ISBN: 978-3-030-13109-8Published: 10 December 2019
eBook ISBN: 978-3-030-00380-7Published: 29 September 2018
Edition Number: 2
Number of Pages: IX, 199
Topics: Consumer Behavior, Customer Relationship Management, Corporate Communication/Public Relations, Online Marketing/Social Media, Media Management, Emotion