Brand hate: navigating consumer negativity in the digital world
Auteur :
Kucuk, S. Umit
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783030131098
Date de publication :
10 déc. 2019
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
This book focuses on the concept of “brand hate†and consumer negativity in today’s digital markets. 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.