Brand Hate: Navigating Consumer Negativity in the Digital by S. Umit Kucuk

By S. Umit Kucuk

This ebook specializes in the idea that of “brand hate” and customer negativity in today’s electronic markets. It explores the emotional detachment shoppers generate opposed to valued manufacturers and the way unfavorable studies have an effect on their and different shoppers' loyalty. In trendy global, it truly is virtually most unlikely to not run into hateful language approximately businesses and their manufacturers in electronic intake areas. patron hostility and hate isn't really hidden and silent yet is now overtly shared on many on-line anti-brand web pages, customer social networking websites, and grievance and assessment forums as a result Internet's democratic structure.
The booklet defines client model hate and discusses its dimensions, antecedents, and results in addition to the semiotics and legality of such model hate actions according to present model dilution arguments. It describes the occasions which bring about anti-branding and the way shoppers decide to show their dissatisfaction with a firm on person and social degrees. eventually, it presents strategic views on find out how to deal with such occasions to accomplish greater functioning markets for students and practitioners in advertising, psychology, and customer habit.

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Krishnamurthy and Kucuk (2009) and Kucuk (2015). Hutcherson and Gross (2011). Smith and Ellsworth (1985). Rozin et al. (2008). Hirschman (1970). Sen et al. (2001). Firat and Venkatesh (1995) and Kozinets (2002). Holt (2002). Rozin et al. (2008). Gelbrich (2010) and Johnson et al. (2011). Sweetin et al. (2013). Gregoire and Fisher (2008) and Gregoire et al. (2010). Gregoire et al. (2009). U. KUCUK 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. Ben-Ze’ev (2000). Johnson et al. (2011) and Park et al.

Org for Coca-Cola, and so forth). Anti-brand sites purposefully use the targeted corporation’s brand name in their domain name to increase their visibility and the findability of their version of brand meanings in digital markets. Such haters also purposely embed insulting and negative words in their domain names so as to express their anger and frustration while entertaining and educating consumers and audiences. 35 In some industries, many of the leading brands seem to have anti-brand sites. With these domain names, antibrand sites also benefit by sharing the link popularity, brand awareness and web traffic of the targeted brands’ site in many search engine results and in consumer surfing decisions on the internet.

Classifying the forms of online activism: The case of cyberprotests against the World Bank. In M. C. Martha & M. D. ), Online activism in theory and practice (pp. 71–95). New York, NY: Routledge. Ward, C. , & Ostrom, A. L. (2006). Complaining to the masses: The role of protest framing in customer-created complaint web sites. Journal of Consumer Research, 33(2), 220–230.  W. (2007). Are all out-groups creates equal? Consumer identity and dissociative influence. Journal of Consumer Research, 34(4), 525–536.

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