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Brand Hate: Navigating Consumer Negativity in the Digital World S. Umit Kucuk Second Edition 2019 edition
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Brand Hate: Navigating Consumer Negativity in the Digital World
S. Umit Kucuk
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.
199 pages, IX, 199 p.
| Medios de comunicación | Libros Hardcover Book (Libro con lomo y cubierta duros) |
| Publicado | 15 de octubre de 2018 |
| ISBN13 | 9783030003791 |
| Editores | Springer Nature Switzerland AG |
| Páginas | 199 |
| Dimensiones | 150 × 220 × 20 mm · 454 g |
| Lengua | Alemán |
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