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Books > Business & Economics > Business & management > Sales & marketing > Public relations
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Brand Hate - Navigating Consumer Negativity in the Digital World (Paperback, Softcover reprint of the original 2nd ed. 2019)
Loot Price: R1,616
Discovery Miles 16 160
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Brand Hate - Navigating Consumer Negativity in the Digital World (Paperback, Softcover reprint of the original 2nd ed. 2019)
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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.
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