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Brand Hate
Navigating Consumer Negativity In The Digital World
language: english
Publisher:
Springer Nature Switzerland AG, December of 2019 ‧
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SYNOPSIS
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.
DETAILS
| 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 |
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