Phenomenon of Brand Hate. Behavioral Consequences and Managerial Implications PDF Download
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Author: Teresa Pavelka
Publisher:
ISBN: 9783668263161
Category :
Languages : en
Pages : 66
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Book Description
Master's Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, Radboud Universiteit Nijmegen (Nijmegen School of Management), language: English, abstract: Brand hate can entail a series of consumer behaviors that may result in brand equity loss. The following thesis explores the phenomenon of brand hate through the conduction of in-depth interviews among 20 consumers from a variety of backgrounds. Drawing on theory from social psychology and Sternberg's (2003) duplex theory of hate, the author presents results with regard to the nature of brand hate, the consequences it entails, its development over time, as well as managerial implications to tackle this phenomenon. An important finding is that a significant proportion of consumers is more inclined to feel dislike rather than hate towards brands and that consumers' disposition to engage in online WOM and activism is particularly low.
Author: Teresa Pavelka
Publisher:
ISBN: 9783668263161
Category :
Languages : en
Pages : 66
Get Book Here
Book Description
Master's Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, Radboud Universiteit Nijmegen (Nijmegen School of Management), language: English, abstract: Brand hate can entail a series of consumer behaviors that may result in brand equity loss. The following thesis explores the phenomenon of brand hate through the conduction of in-depth interviews among 20 consumers from a variety of backgrounds. Drawing on theory from social psychology and Sternberg's (2003) duplex theory of hate, the author presents results with regard to the nature of brand hate, the consequences it entails, its development over time, as well as managerial implications to tackle this phenomenon. An important finding is that a significant proportion of consumers is more inclined to feel dislike rather than hate towards brands and that consumers' disposition to engage in online WOM and activism is particularly low.
Author: Teresa Pavelka
Publisher: GRIN Verlag
ISBN: 3668263159
Category : Business & Economics
Languages : en
Pages : 65
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Book Description
Master's Thesis from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, Radboud Universiteit Nijmegen (Nijmegen School of Management), language: English, abstract: Brand hate can entail a series of consumer behaviors that may result in brand equity loss. The following thesis explores the phenomenon of brand hate through the conduction of in-depth interviews among 20 consumers from a variety of backgrounds. Drawing on theory from social psychology and Sternberg’s (2003) duplex theory of hate, the author presents results with regard to the nature of brand hate, the consequences it entails, its development over time, as well as managerial implications to tackle this phenomenon. An important finding is that a significant proportion of consumers is more inclined to feel dislike rather than hate towards brands and that consumers’ disposition to engage in online WOM and activism is particularly low.
Author: Christiansen, Bryan
Publisher: IGI Global
ISBN: 1799850781
Category : Business & Economics
Languages : en
Pages : 702
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Book Description
Artificial intelligence (AI) describes machines/computers that mimic cognitive functions that humans associate with other human minds, such as learning and problem solving. As businesses have evolved to include more automation of processes, it has become more vital to understand AI and its various applications. Additionally, it is important for workers in the marketing industry to understand how to coincide with and utilize these techniques to enhance and make their work more efficient. The Handbook of Research on Applied AI for International Business and Marketing Applications is a critical scholarly publication that provides comprehensive research on artificial intelligence applications within the context of international business. Highlighting a wide range of topics such as diversification, risk management, and artificial intelligence, this book is ideal for marketers, business professionals, academicians, practitioners, researchers, and students.
Author: S. Umit Kucuk
Publisher: Springer
ISBN: 3030003809
Category : Business & Economics
Languages : en
Pages : 200
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Book Description
This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. 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. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.
Author: S. Umit Kucuk
Publisher: Palgrave Macmillan
ISBN: 9783030003791
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. 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. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.
Author: Susan Fournier
Publisher: Routledge
ISBN: 1136470972
Category : Business & Economics
Languages : en
Pages : 501
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Book Description
The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.
Author: Barbosa, Belem
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 490
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Book Description
In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.
Author: M. Joseph Sirgy
Publisher: Praeger
ISBN:
Category : Computers
Languages : en
Pages : 256
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Book Description
Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his previous findings, the author considers cognitive-versus-affective phenomena, and intrapersonal, interpersonal, situational, and analytic modes. He then applies his integrated theory to the problem of change in self-concept and behavior.
Author: Francisco J. Martínez-López
Publisher: Springer
ISBN: 3319920847
Category : Business & Economics
Languages : en
Pages : 177
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Book Description
This book presents the latest research on national brand and private label marketing – in a collection of original and highly relevant contributions to the 2018 International Conference on National Brand & Private Label Marketing in Barcelona. It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the papers address diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity and collaborative relationships. The main theme of the 2018 conference was "Building Strong Brands in the Digital Age".
Author: B.F Skinner
Publisher: Simon and Schuster
ISBN: 1476716153
Category : Psychology
Languages : en
Pages : 484
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Book Description
The psychology classic—a detailed study of scientific theories of human nature and the possible ways in which human behavior can be predicted and controlled—from one of the most influential behaviorists of the twentieth century and the author of Walden Two. “This is an important book, exceptionally well written, and logically consistent with the basic premise of the unitary nature of science. Many students of society and culture would take violent issue with most of the things that Skinner has to say, but even those who disagree most will find this a stimulating book.” —Samuel M. Strong, The American Journal of Sociology “This is a remarkable book—remarkable in that it presents a strong, consistent, and all but exhaustive case for a natural science of human behavior…It ought to be…valuable for those whose preferences lie with, as well as those whose preferences stand against, a behavioristic approach to human activity.” —Harry Prosch, Ethics
