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.
Chapter-1: What is Hate?
Definition of Hate
Threatened Egotism and Hate
Perceived Injustice and Hate
Dimensions of Hate
Severity of Hate
Chapter-2: What is Brand Hae?
Definition of Brand Hate
Components of Brand Hate
Cold Brand Hate
Cool Brand Hate
Hot Brand Hate
Types of Brand Hate
Anti-Branding and Brand Hate
Chapter-3: Antecedents of Brand Hate
Product and Service Failures
Corporate Social Irresponsibility
The Potential Interaction Effects
Consumer Personality Problems
Consumer Personality Traits
Chapter-4: Consequences of Brand Hate
Consumer Complaining and Negative WOM
Illegitimate and Unethical Consumer Response
Chapter-5: Semiotics of Brand Hate
Digital Anti-Branding Discourse
Chapter-6: Legality of Brand Hate
Likelihood of Consumer Confusion
Blurring and Tarnishment
Brand Identity Collusion
Sources of Conflicts between Brand Dilution and Anti-Branding
Chapter-7: Managing Brand Hate
Tone of Engagement
Channel of Engagement
Timing of Engagement