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Erschienen in:

2019 | 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 consequences of brand hate. It discusses potential consumer responses in light of the consumer complaining, negative Word-of-Mouth (WOM), and consumer boycotting literatures. The changes in consumer responses with the Internet technology and what it means for brand hate is also broadly discussed. The chapter provides classifications about potential consumer responses in both attitudinal and behavioral levels. Potential brand damages and anti-branding and brand hate reflections and their impact on individual and social level consumer behaviors. Finally, the chapter also discusses consumer illegal and unethical behaviors as reflection of their brand hate also discussed with the newly developing literature.

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Vorheriges Kapitel Antecedents of Brand Hate

Nächstes Kapitel Semiotics of Brand Hate

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Titel: Consequences of Brand Hate
verfasst von: S. Umit Kucuk
Verlag: Springer International Publishing
Buch: Brand Hate
Print ISBN: 978-3-030-00379-1

Electronic ISBN: 978-3-030-00380-7

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-00380-7_4