S. Umit Kucuk
Brand HateNavigating Consumer Negativity in the Digital World2nd ed. 2019
S. Umit Kucuk
University of Washington, Tacoma, WA, USA
ISBN 978-3-030-00379-1e-ISBN 978-3-030-00380-7
Library of Congress Control Number: 2018954013
© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2019
This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use.
The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Contents
Part I Understanding Brand Hate
Part II Implications of Brand Hate
Index193
List of Figures
Fig. 1.1 The emotion of hate13
Fig. 1.2 Dimensions of hate14
Fig. 1.3 Severity of hate17
Fig. 2.1 Brand justice/injustice and hate27
Fig. 2.2 Brand hate hierarchy34
Fig. 2.3 Brand hate and anti-branding36
Fig. 2.4 Brand hate through brand bullying.
a
Direct consumer brand hate.
b
Indirect consumer brand hate through bullying
42
Fig. 3.1 Brand hate average scores (Results in Fig. 3.1. Indicates average scores of Cold, Cool, Hot Brand hates rankings. The brand hate scale can be shared upon request. GBH is defined as “General Brand Hate”)56
Fig. 3.2 Pictorial presentation of the company-related brand hate antecedents (Dotted lines indicate PSF by CSR interaction effects)58
Fig. 3.3 Emotional intensity of brand hate antecedents63
Fig. 5.1 Digital anti-branding discourse114
Fig. 7.1 Metamorphosis of brand hater165
Fig. 7.2 Brand hate management process168
Fig. 7.3 Algorithm of brand hate management176
Fig. 7.4 Brand hate negotiation184
List of Tables
Table 1.1 Perceived injustice and hate10
Table 2.1 Typology of anti-brand sites with regard to the NDJ matrix39
Table 3.1 Root causes of consumer brand hate52
Table 3.2 Company-related brand hate antecedent65
Table 4.1 Brand hate behaviors95
Table 6.1 Evolution of brand ownership151