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2016 | OriginalPaper | Chapter

2. What Is Brand Hate?

Author : S. Umit Kucuk

Published in: Brand Hate

Publisher: Springer International Publishing

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Abstract

In this chapter, the concept of brand hate is defined in light of the general psychology of hate as discussed in the previous chapter. The components of brand hate are conceptualized as cold, cool and hot vis-à-vis consumer psychology and behavior literature. Types of consumer brand hate and potential hate interactions among various consumer behaviors are discussed. The conceptual link between brand hate and anti-branding is developed. Furthermore, various forms of brand hate emotions from different social contexts are introduced, such as “brand bullying”. This chapter provides a broader conceptual context for the concept of brand hate, its components and its degrees ( defined as severity of brand hate).

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Title: What Is 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_2