Brand Hate : Navigating Consumer Negativity in the Digital World
Year of publication: |
2016
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Authors: | Kucuk, S. Umit |
Publisher: |
Cham : Palgrave Macmillan |
Subject: | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Marke | Hass | Animosität | Verbraucher | Psychologie | Social Media |
Description of contents: |
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
Description [swbplus.bsz-bw.de]
|
Extent: | Online-Ressource (IX, 141 p. 10 illus., 6 illus. in color, online resource) |
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Series: | |
Type of publication: | Book / Working Paper |
Language: | English |
ISBN: | 978-3-319-41519-2 ; 978-3-319-41518-5 |
Other identifiers: | 10.1007/978-3-319-41519-2 [DOI] |
Classification: | Marketing ; Wirtschaftssoziologie, Wirtschaftspsychologie |
Source: | ECONIS - Online Catalogue of the ZBW |
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