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. 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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Kucuk, S. Umit (Autor)
Autor Corporativo: SpringerLink (Online service)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2016.
Edición:1st ed. 2016.
Temas:
Customer relations-Management.
Communication in organizations.
Telemarketing.
Internet marketing.
Advertising media planning.
Emotions.
Customer Relationship Management.
Corporate Communication.
Digital Marketing.
Media Planning.
Emotion.
Acceso en línea:Texto Completo
Tabla de Contenidos:
  • 1. 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.

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