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2016 | OriginalPaper | Buchkapitel

3. Antecedents of Brand Hate

verfasst von : S. Umit Kucuk

Erschienen in: Brand Hate

Verlag: Springer International Publishing

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Abstract

This chapter discusses major brand hate antecedents in two strands: company-related antecedents and consumer-related antecedents. Company-related antecedents are discussed as “product and service failures” and “corporate social irresponsibility”. Furthermore, there is discussion of potential interactions among company-related antecedents, as some companies can both provide dysfunctional products and services and can be socially irresponsible. These potential antecedents are discussed in light of the current literature. With regard to consumer-related antecedents, there is a focus on consumer personality traits that might function as major antecedents, such as the case of narcissistic individuals. Narcissism and entitlement are interchangeable as major consumer brand hate indicators in this chapter.

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Vorheriges Kapitel What Is Brand Hate?

Nächstes Kapitel Consequences of Brand Hate

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Titel: Antecedents of Brand Hate
verfasst von: S. Umit Kucuk
Verlag: Springer International Publishing
Buch: Brand Hate
Print ISBN: 978-3-319-41518-5

Electronic ISBN: 978-3-319-41519-2

Copyright-Jahr: 2016
DOI: https://doi.org/10.1007/978-3-319-41519-2_3