Brand Hate Navigating Consumer Negativity in the Digital World
This book focuses on the concept of zbrand hatey 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. In today's world, it is almost impossib...
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| Autor Corporativo: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Cham :
Springer International Publishing : Imprint: Palgrave Macmillan
2016.
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| Colección: | Springer eBooks.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b36128466*spi |
Tabla de Contenidos:
- 1. What is Hate?
- 2. What is Brand Hate?
- 3. Antecedents of Brand Hate
- 4. Consequences of Brand Hate
- 5. Semiotics of Brand Hate
- 6. Legality of Brand Hate
- 7. Managing Brand Hate.
