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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.
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.
"Kucuk presents many elements thorough examinations surrounding the topic, and this book represents the most complete statement on brand hate we have to date in consumer behavior. As such, Brand Hate is essential reading for any researchers wishing to deepen their understanding of this darker trend in our digital world-and we need more of those researchers as our digital universe expands around us." (Eric Krszjzaniek, Journal of Macromarketing, December 7, 2020)
"Kucuk's book is a well-written, pioneering, but still well-grounded work that represents a good way to familiarize oneself with the nascent topic of brand hate. It is the first on the topic and has the merit of divulgating the notion of brand hate to a large audience of students, academics, and practitioners who wish to know more about it." (Lia Zarantonello, Psychology & Marketing, August 20, 2020)
"In the wake of publications such as Dr. S Umit Kucuk's Brand Hate: Navigating Consumer Negativity in the Digital World, articles are popping up in psychology journals across the globe." (Karen Correia da Silva, Forbes, August 21, 2019)
"Kucuk's book is a well-written, pioneering, but still well-grounded work that represents a good way to familiarize oneself with the nascent topic of brand hate. It is the first on the topic and has the merit of divulgating the notion of brand hate to a large audience of students, academics, and practitioners who wish to know more about it." (Lia Zarantonello, Psychology & Marketing, August 20, 2020)
"In the wake of publications such as Dr. S Umit Kucuk's Brand Hate: Navigating Consumer Negativity in the Digital World, articles are popping up in psychology journals across the globe." (Karen Correia da Silva, Forbes, August 21, 2019)