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Brand Hate

Navigating Consumer Negativity In The Digital World

by S. Umit Kucuk
language: english
Publisher: Springer Nature Switzerland AG, December of 2019 ‧
74,34€
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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: 9783030131098
Publisher: Springer Nature Switzerland AG
Release Date: December of 2019
Language: English
Dimensions: 148 x 210 x 20 mm
Cover: Softcover
Pages: 199
Format: Book
Categories: Books in English > Social Sciences and Humanities > Psychology
EAN: 9783030131098