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Published in:
What Is Hate? Read chapter Read first chapter

2019 | OriginalPaper | Chapter

4. Consequences of Brand Hate

Author : S. Umit Kucuk

Published in: Brand Hate

Publisher: 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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previous chapter Antecedents of Brand Hate
next chapter Semiotics of Brand Hate
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Metadata
Title
Consequences of Brand Hate
Author
S. Umit Kucuk
Copyright Year
2019
Book
Brand Hate

Print ISBN: 978-3-030-00379-1

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

Copyright Year: 2019

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