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Brand Hate

Navigating Consumer Negativity In The Digital World

by S. Umit Kucuk
language: english
Publisher: Springer Nature Switzerland AG, October of 2018 ‧
108,14€
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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.

Brand Hate

Navigating Consumer Negativity In The Digital World

by S. Umit Kucuk

Property Description
ISBN: 9783030003791
Publisher: Springer Nature Switzerland AG
Release Date: October of 2018
Language: English
Dimensions: 148 x 210 x 20 mm
Cover: Hardcover
Pages: 199
Format: Book
Categories: Books in English > Social Sciences and Humanities > Psychology
EAN: 9783030003791