LEADER 04241nam  22006735  450 
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010   $a9783319415192
010   $a3319415190
024 7 $a10.1007/978-3-319-41519-2
035   $a(CKB)3710000000861981
035   $a(DE-He213)978-3-319-41519-2
035   $a(MiAaPQ)EBC4690739
035   $a(PPN)228321247
035   $a(Perlego)3493995
035   $a(EXLCZ)993710000000861981
100   $a20160916d2016      u|         0
101 0 $aeng
135   $aurnn#008mamaa
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aBrand Hate $eNavigating Consumer Negativity in the Digital World /$fby S. Umit Kucuk
205   $a1st ed. 2016.
210  1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2016.
215   $a1 online resource (IX, 141 p. 10 illus., 6 illus. in color.)
311 08$a9783319415185 
311 08$a3319415182 
320   $aIncludes bibliographical references at the end of each chapters and index.
327   $a1. What is Hate? -- 2. What is Brand Hate? -- 3. Antecedents of Brand Hate -- 4. Consequences of Brand Hate -- 5. Semiotics of Brand Hate -- 6. Legality of Brand Hate -- 7. Managing Brand Hate.
330   $aThis 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 andmost downloaded in these journals.
606   $aCustomer relations$xManagement
606   $aCommunication in organizations
606   $aTelemarketing
606   $aInternet marketing
606   $aAdvertising media planning
606   $aEmotions
606   $aCustomer Relationship Management
606   $aCorporate Communication
606   $aDigital Marketing
606   $aMedia Planning
606   $aEmotion
615  0$aCustomer relations$xManagement.
615  0$aCommunication in organizations.
615  0$aTelemarketing.
615  0$aInternet marketing.
615  0$aAdvertising media planning.
615  0$aEmotions.
615 14$aCustomer Relationship Management.
615 24$aCorporate Communication.
615 24$aDigital Marketing.
615 24$aMedia Planning.
615 24$aEmotion.
676   $a658.812
700   $aKu?c?u?k$b S. U?mit$4aut$4http://id.loc.gov/vocabulary/relators/aut$00
906   $aBOOK
912   $a9910254958003321
996   $aBrand Hate$91948530
997   $aUNINA