Brand Hate: Navigating Consumer Negativity in the Digital World PDF
Preview Brand Hate: Navigating Consumer Negativity in the Digital World
BRAND HATE Navigating Consumer Negativity in the Digital World S. Umit Kucuk Brand Hate S. Umit Kucuk Brand Hate Navigating Consumer Negativity in the Digital World S. Umit Kucuk City University of Seattle Seattle, Washington, USA ISBN 978-3-319-41518-5 ISBN 978-3-319-41519-2 (eBook) DOI 10.1007/978-3-319-41519-2 Library of Congress Control Number: 2016953013 © The Editor(s) (if applicable) and The Author(s) 2 016 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, specifi cally the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfi lms 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 specifi c 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. Cover illustration Détail de la Tour Eiffel © nemesis2207/Fotolia.co.uk Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer International Publishing AG Switzerland C ONTENTS 1 What Is Hate? 1 2 What Is Brand Hate? 17 3 Antecedents of Brand Hate 37 4 Consequences of Brand Hate 57 5 Semiotics of Brand Hate 67 6 Legality of Brand Hate 93 7 Managing Brand Hate 125 Index 137 v L F IST OF IGURES Fig. 1.1 Dimensions of hate 10 Fig. 1.2 Severity of hate 12 Fig. 2.1 Anatomy of brand hate 24 Fig. 2.2 Brand hate and anti-branding 27 Fig. 2.3 Brand hate through brand bullying. (a) Direct consumer brand hate. (b) Indirect consumer brand hate through bullying 32 Fig. 3.1 Pictorial presentation of the company-related brand hate antecedents. Dotted lines indicate PSF by CSR interaction effects 40 Fig. 5.1 Digital anti-branding discourse 76 Fig. 7.1 Metamorphosis of brand hater 127 Fig. 7.2 Brand hate management process 128 Fig. 7.3 Algorithm of brand hate management 131 vii L T IST OF ABLES Table 1.1 Perceived injustice and hate 6 Table 2.1 Typology of anti-brand sites with regard to the NDJ matrix 30 Table 3.1 Company-related brand hate antecedent 40 Table 4.1 Brand hate behaviors 63 Table 6.1 Evolution of brand ownership 114 ix
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