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2016 | OriginalPaper | Chapter

3. Antecedents of Brand Hate

Author : S. Umit Kucuk

Published in: Brand Hate

Publisher: 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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Title: Antecedents of Brand Hate
Author: S. Umit Kucuk
Publisher: Springer International Publishing
Book: Brand Hate
Print ISBN: 978-3-319-41518-5

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

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