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Brand Hate - Navigating Consumer Negativity in the Digital World
S. Umit Kucuk
Verlag Palgrave Macmillan, 2018
ISBN 9783030003807 , 200 Seiten
2. Auflage
Format PDF, OL
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Contents
5
List of Figures
6
List of Tables
7
Part I Understanding Brand Hate
8
Chapter 1 What Is Hate?
9
Abstract
9
Threatened Egotism and Hate
13
Perceived Injustice and Hate
13
Rejection and Intense Hate
16
Moderate Hate
17
Acceptance and Love
17
Dimensions of Hate
18
Cold Hate (Devaluation–Diminution)
21
Cool Hate (Negation of Intimacy–Disgust)
21
Hot Hate (Anger–Fear)
22
Severity of Hate
22
References
25
Chapter 2 What Is Brand Hate?
28
Abstract
28
Definition of Brand Hate
30
Components of Brand Hate
34
Cold Brand Hate
34
Cool Brand Hate
36
Hot Brand Hate
37
Types of Brand Hate
37
Brand Hate and Anti-Branding
39
Brand Hate and Brand Bullying
46
References
50
Chapter 3 Antecedents of Brand Hate
54
Abstract
54
Company-Related Brand Hate Antecedents
55
Product/Service Failures
64
Corporate Social Irresponsibility
66
Potential Interaction Effects of Antecedents
69
Consumer-Related Brand Hate Antecedents
71
Consumer Personality Disorder
74
Consumer Personality Traits
78
References
86
Chapter 4 Consequences of Brand Hate
92
Abstract
92
Consumer Complaining and Negative WOM
95
Consumer Boycotts
98
Illegitimate and Unethical Consumer Reactions
101
References
104
Part II Implications of Brand Hate
107
Chapter 5 Semiotics of Brand Hate
108
Abstract
108
Brand Semiotics
111
Brand Hate and Anti-Branding Semiotics
113
Digital Anti-Branding Discourse
114
Capitalist Coca-Cola (Slogan Subversion)
119
Nazi Disney (Mascot Subversion)
120
Satan Intel (Brand Logo and Slogan Subversion)
122
Unhealthy McDonald’s (Brand Name and Logo Subversion)
123
Comparisons of Anti-Branding Images
124
References
129
Chapter 6 Legality of Brand Hate: Dilution v. Collusion
132
Abstract
132
Brand Dilution
135
Likelihood of Consumer Confusion
136
Blurring and Tarnishment
138
Brand Identity Collusion
140
Anti-Branding Dilution Test
142
Sources of Conflicts Between Brand Dilution and Anti-Branding
151
Trademark Rights v. Free-Speech Rights
151
Brand Dilution v. Consumer Creativity
155
Creator’s Rights v. Attributor’s Rights
156
References
162
Chapter 7 Managing Brand Hate
165
Abstract
165
Listening
169
Engagement
172
Tone of Engagement
173
Dialectic Empathy
174
Hate Mirroring
174
Authenticity Verification
176
Lunatic Discharging
178
Channel of Engagement
180
Timing of Engagement
182
Negotiation
184
Non-Monetary Compensations
186
Apology
186
Policy and Process Improvement
188
Monetary Compensations
189
References
192
Index
194
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