Brand Hate
Navigating Consumer Negativity in the Digital World

Authors: S. Umit Kucuk



Identifies the key factors which lead to negative emotions towards company brands

Draws from psychology and consumer behavior research to identify the derivatives of hateful feelings

Explores how the Internet fuels hostility and shared dissatisfaction towards particular brands

Offers anti-branding management tools that companies can use to manage negative consumer experiences

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. In today's world, it is almost impossible not to run into hateful language about companies and their brands in digital consumption spaces. Consumer hostility and hate is not hidden and silent but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards as a result of the Internet's democratic architecture.

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. Finally, it provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.

Table of contents

Front Matter

What Is Hate?

What Is Brand Hate?

Antecedents of Brand Hate

Consequences of Brand Hate

Semiotics of Brand Hate

Legality of Brand Hate

Managing Brand Hate

Back Matter

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