Brand Hate (eBook)

Navigating Consumer Negativity in the Digital World

S. Umit Kucuk (Autor)

eBook Download: PDF

2018 | 2nd ed. 2019
IX, 199 Seiten
Springer International Publishing (Verlag)
978-3-030-00380-7 (ISBN)

Infos

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. 

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.

Inhalt

Contents 5
List of Figures 6
List of Tables 7
Part I Understanding Brand Hate 8
Chapter 1 What Is Hate? 9
Abstract 9
Threatened Egotism and Hate 13
Perceived Injustice and Hate 13
Rejection and Intense Hate 16
Moderate Hate 17
Acceptance and Love 17
Dimensions of Hate 18
Cold Hate (Devaluation–Diminution) 21
Cool Hate (Negation of Intimacy–Disgust) 21
Hot Hate (Anger–Fear) 22
Severity of Hate 22
References 25
Chapter 2 What Is Brand Hate? 28
Abstract 28
Definition of Brand Hate 30
Components of Brand Hate 34
Cold Brand Hate 34
Cool Brand Hate 36
Hot Brand Hate 37
Types of Brand Hate 37
Brand Hate and Anti-Branding 39
Brand Hate and Brand Bullying 46
References 50
Chapter 3 Antecedents of Brand Hate 54
Abstract 54
Company-Related Brand Hate Antecedents 55
Product/Service Failures 64
Corporate Social Irresponsibility 66
Potential Interaction Effects of Antecedents 69
Consumer-Related Brand Hate Antecedents 71
Consumer Personality Disorder 74
Consumer Personality Traits 78
References 86
Chapter 4 Consequences of Brand Hate 92
Abstract 92
Consumer Complaining and Negative WOM 95
Consumer Boycotts 98
Illegitimate and Unethical Consumer Reactions 101
References 104
Part II Implications of Brand Hate 107
Chapter 5 Semiotics of Brand Hate 108
Abstract 108
Brand Semiotics 111
Brand Hate and Anti-Branding Semiotics 113
Digital Anti-Branding Discourse 114
Capitalist Coca-Cola (Slogan Subversion) 119
Nazi Disney (Mascot Subversion) 120
Satan Intel (Brand Logo and Slogan Subversion) 122
Unhealthy McDonald’s (Brand Name and Logo Subversion) 123
Comparisons of Anti-Branding Images 124
References 129
Chapter 6 Legality of Brand Hate: Dilution v. Collusion 132
Abstract 132
Brand Dilution 135
Likelihood of Consumer Confusion 136
Blurring and Tarnishment 138
Brand Identity Collusion 140
Anti-Branding Dilution Test 142
Sources of Conflicts Between Brand Dilution and Anti-Branding 151
Trademark Rights v. Free-Speech Rights 151
Brand Dilution v. Consumer Creativity 155
Creator’s Rights v. Attributor’s Rights 156
References 162
Chapter 7 Managing Brand Hate 165
Abstract 165
Listening 169
Engagement 172
Tone of Engagement 173
Dialectic Empathy 174
Hate Mirroring 174
Authenticity Verification 176
Lunatic Discharging 178
Channel of Engagement 180
Timing of Engagement 182
Negotiation 184
Non-Monetary Compensations 186
Apology 186
Policy and Process Improvement 188
Monetary Compensations 189
References 192
Index 194

Produkt-Details

• Erscheint lt. Verlag: 29.9.2018
• Zusatzinfo: IX, 199 p.
• Verlagsort: Cham
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: anti-branding • brand avoidance • brand hate • Branding • Brand Management • Brand Semiotics • consumer affairs • Consumer Behavior • Consumer-Generated Branding • Consumer psychology • Corporate Social Irresponsibility • Corporate Social Responsibility • Customer service • Digital Branding • digital markets • Marketing • Negative word of mouth • Retailing
• ISBN-10: 3-030-00380-9 / 3030003809
• ISBN-13: 978-3-030-00380-7 / 9783030003807