Brand Hate: Navigating Consumer Negativity in the Digital World - S. Umit Kucuk - Books - Springer International Publishing AG - 9783319823744 - June 15, 2018
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S. Umit Kucuk
Brand Hate: Navigating Consumer Negativity in the Digital World Softcover reprint of the original 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.

141 pages, 6 Illustrations, color; 4 Illustrations, black and white; IX, 141 p. 10 illus., 6 illus.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released June 15, 2018
ISBN13 9783319823744
Publishers Springer International Publishing AG
Pages 141
Dimensions 150 × 220 × 10 mm   ·   207 g

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