Brand Hate: Navigating Consumer Negativity in the Digital World - S. Umit Kucuk - Books - Springer Nature Switzerland AG - 9783030131098 - December 10, 2019
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S. Umit Kucuk
Brand Hate: Navigating Consumer Negativity in the Digital World Second Edition 2019 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.

199 pages, IX, 199 p.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released December 10, 2019
ISBN13 9783030131098
Publishers Springer Nature Switzerland AG
Pages 199
Dimensions 150 × 220 × 10 mm   ·   454 g
Language German  

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