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Erschienen in:

2016 | OriginalPaper | Buchkapitel

4. Consequences of Brand Hate

verfasst von : S. Umit Kucuk

Erschienen in: Brand Hate

Verlag: Springer International Publishing

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Abstract

This chapter discusses the consequences of brand hate. It looks at potential consumer responses in light of consumer complaints, negative word-of-mouth (WOM) and consumer boycotting literatures. The chapter provides classifications for potential consumer responses at both attitudinal and behavioral levels. Potential brand damage and anti-branding and brand hate reflections and their impact on individual and social level consumer behaviors are investigated.

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Titel: Consequences 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_4