Brand Hate: Navigating Consumer Negativity in the Digital World - S. Umit Kucuk - Books - Springer International Publishing AG - 9783319415185 - September 16, 2016
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S. Umit Kucuk
Brand Hate: Navigating Consumer Negativity in the Digital World 1st ed. 2016 edition

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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.

143 pages, 4 black & white illustrations, 6 colour illustrations, biography

Media Books     Hardcover Book   (Book with hard spine and cover)
Released September 16, 2016
ISBN13 9783319415185
Publishers Springer International Publishing AG
Pages 141
Dimensions 218 × 157 × 11 mm   ·   580 g

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