Brand Hate
S. Umit Kucuk
Springer Nature Switzerland AG, 2018
110,50 €On orderDelivery: 2-3 weeks
This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments.
- ISBN-13
- 9783030003791
- ISBN-10
- 3030003795
- Publisher
- Springer Nature Switzerland AG
- Year
- 2018
- Publication date
- 2018-10-15
- Pages
- 199
- Dimensions
- 156x221x17
- Weight
- 384