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Brand Hate: Navigating Consumer Negativity in the Digital World S. Umit Kucuk Second Edition 2019 edition
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Brand Hate: Navigating Consumer Negativity in the Digital World
S. Umit Kucuk
This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. 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.
199 pages, IX, 199 p.
| Mídia | Livros Hardcover Book (Livro com lombada e capa dura) |
| Lançado | 15 de outubro de 2018 |
| ISBN13 | 9783030003791 |
| Editoras | Springer Nature Switzerland AG |
| Páginas | 199 |
| Dimensões | 221 × 156 × 17 mm · 384 g |
| Idioma | Alemão |
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