Brand Hate: Navigating Consumer Negativity in the Digital World

ISBN-13: 9783030131098 / Angielski / Miękka / 2019 / 199 str.

S. Umit Kucuk

Recenzje

"Kucuk presents many elements thorough examinations surrounding the topic, and this book represents the most complete statement on brand hate we have to date in consumer behavior. As such, Brand Hate is essential reading for any researchers wishing to deepen their understanding of this darker trend in our digital world-and we need more of those researchers as our digital universe expands around us." (Eric Krszjzaniek, Journal of Macromarketing, December 7, 2020)
"Kucuk's book is a well-written, pioneering, but still well-grounded work that represents a good way to familiarize oneself with the nascent topic of brand hate. It is the first on the topic and has the merit of divulgating the notion of brand hate to a large audience of students, academics, and practitioners who wish to know more about it." (Lia Zarantonello, Psychology & Marketing, August 20, 2020)
"In the wake of publications such as Dr. S Umit Kucuk's Brand Hate: Navigating Consumer Negativity in the Digital World, articles are popping up in psychology journals across the globe." (Karen Correia da Silva, Forbes, August 21, 2019)

Spis treści

Chapter-1: What is Hate?

                        Definition of Hate

                                    Threatened Egotism and Hate

                                    Perceived Injustice and Hate

                        Dimensions of Hate

                                    Cold Hate

                                    Cool Hate

                                    Hot Hate

                        Severity of Hate

Chapter-2: What is Brand Hae?

                        Definition of Brand Hate

                        Components of Brand Hate

                                    Cold Brand Hate

                                    Cool Brand Hate

                                    Hot Brand Hate

                        Types of Brand Hate             

Anti-Branding and Brand Hate

                                    Brand Bullying

Chapter-3: Antecedents of Brand Hate

                        Company-Related Antecedents

                                    Product and Service Failures

                                    Corporate Social Irresponsibility

                                    The Potential Interaction Effects

                        Consumer-Related Antecedents

                                    Consumer Personality Problems

                                    Consumer Personality Traits

Chapter-4: Consequences of Brand Hate

                        Consumer Complaining and Negative WOM

                        Consumer Boycott

                        Illegitimate and Unethical Consumer Response

Chapter-5: Semiotics of Brand Hate

                        Brand Semiotics

                        Anti-Branding Semiotics

                        Digital Anti-Branding Discourse         

Chapter-6: Legality of Brand Hate

                        Brand Dilution

                                    Likelihood of Consumer Confusion

                                    Blurring and Tarnishment

                        Brand Identity Collusion

                        Anti-Branding Dilution

                        Sources of Conflicts between Brand Dilution and Anti-Branding

Chapter-7: Managing Brand Hate

                        Listening

                        Engagement

                                    Tone of Engagement

                                    Channel of Engagement

                                    Timing of Engagement

                        Negotiation

                                    Non-Monetary Compensation

                                    Monetary Compensation

O autorze

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 Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of 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 and most downloaded in these journals.

Blurb

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. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. 

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. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.