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Brand Hate

Navigating Consumer Negativity in the Digital World

Authors: Kucuk, S. Umit

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  • 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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eBook $79.99
price for USA in USD (gross)
  • ISBN 978-3-030-00380-7
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $99.99
price for USA in USD
  • ISBN 978-3-030-00379-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $99.99
price for USA in USD
  • Customers within the U.S. and Canada please contact Customer Service at +1-800-777-4643, Latin America please contact us at +1-212-460-1500 (24 hours a day, 7 days a week). Pre-ordered printed titles are excluded from promotions.
  • Due: November 26, 2019
  • ISBN 978-3-030-13109-8
  • Free shipping for individuals worldwide
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. 


About the authors

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.


Reviews

“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)

Table of contents (7 chapters)

Table of contents (7 chapters)

Buy this book

eBook $79.99
price for USA in USD (gross)
  • ISBN 978-3-030-00380-7
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $99.99
price for USA in USD
  • ISBN 978-3-030-00379-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $99.99
price for USA in USD
  • Customers within the U.S. and Canada please contact Customer Service at +1-800-777-4643, Latin America please contact us at +1-212-460-1500 (24 hours a day, 7 days a week). Pre-ordered printed titles are excluded from promotions.
  • Due: November 26, 2019
  • ISBN 978-3-030-13109-8
  • Free shipping for individuals worldwide
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Bibliographic Information

Bibliographic Information
Book Title
Brand Hate
Book Subtitle
Navigating Consumer Negativity in the Digital World
Authors
Copyright
2019
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-00380-7
DOI
10.1007/978-3-030-00380-7
Hardcover ISBN
978-3-030-00379-1
Softcover ISBN
978-3-030-13109-8
Edition Number
2
Number of Pages
IX, 199
Topics