Brand Hate

Author : S. Umit Kucuk
Publisher : Springer
Page : 199 pages
File Size : 43,8 Mb
Release : 2018-09-29
Category : Business & Economics
ISBN : 9783030003807

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Brand Hate by S. Umit Kucuk Pdf

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 : Teresa Pavelka
Publisher : GRIN Verlag
Page : 65 pages
File Size : 44,6 Mb
Release : 2016-07-19
Category : Business & Economics
ISBN : 9783668263154

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Phenomenon of brand hate. Behavioral consequences and managerial implications by Teresa Pavelka Pdf

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,Škrinjari?, Tihana
Publisher : IGI Global
Page : 702 pages
File Size : 46,8 Mb
Release : 2020-09-25
Category : Business & Economics
ISBN : 9781799850786

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Handbook of Research on Applied AI for International Business and Marketing Applications by Christiansen, Bryan,Škrinjari?, Tihana Pdf

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 : Pernille Rydén,Muhammad Ismail Hossain,Efthymia Kottika,Vatroslav Škare
Publisher : Routledge
Page : 123 pages
File Size : 40,5 Mb
Release : 2021-08-25
Category : Business & Economics
ISBN : 9781000432763

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Social Media Storms by Pernille Rydén,Muhammad Ismail Hossain,Efthymia Kottika,Vatroslav Škare Pdf

This fascinating new book explores the benefits and dynamics of social media storms and identifies the possible opportunities that they present for further engagement with customers. It provides actionable managerial advice on planning for, measuring, and innovatively navigating social media storms. Based on a sound theoretical background and illustrated by vivid real-life examples and case studies throughout every chapter, this book combines thorough explanations of the elements of business decision-making, market interaction, consumer psychology, branding, and business communication. In comparison to the existing literature, the book departs from the classical, but insufficient crisis communication management approaches to suggest novel frameworks and tools for empowering businesses, consumers, and broader societies in the digital age. Social Media Storms: Empowering Leadership Beyond Crisis Management provides advanced undergraduate and postgraduate digital marketing, marketing communications, strategy, and crisis management students with a comprehensive understanding of the social media storm phenomenon and helps marketing and communications professionals to leverage the opportunities that social media storms are bringing.

Author : M. Fetscherin,T. Heilmann
Publisher : Springer
Page : 297 pages
File Size : 43,8 Mb
Release : 2015-05-07
Category : Business & Economics
ISBN : 9781137427120

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Consumer Brand Relationships by M. Fetscherin,T. Heilmann Pdf

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

Author : Corinna Colette Vellnagel
Publisher : Springer Nature
Page : 251 pages
File Size : 45,5 Mb
Release : 2020-08-13
Category : Business & Economics
ISBN : 9783658311780

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Cross-Cultural Brand Personality and Brand Desirability by Corinna Colette Vellnagel Pdf

This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept of brand-self-congruity is tested on its mediating role between brand personality dimensions and brand desirability. The results reveal that certain brand personality dimensions can have a direct and/ or indirect impact on brand desirability. Yet, this effect mechanism has not only been found to be brand-dependent but also culture-dependent. In this context, the mediating role of brand-self-congruity was confirmed across all cultures and brands investigated. Important implications are derived for research and brand management. In different countries, different brand personality dimensions lead to brand desirability. Therefore, brand managers should know their markets, understand cultural differences and adjust their brand strategy accordingly in order to attain brand desirability.

Author : Markovic, Stefan,Gyrd-Jones, Richard,von Wallpach, Sylvia,Lindgreen, Adam
Publisher : Edward Elgar Publishing
Page : 448 pages
File Size : 40,5 Mb
Release : 2022-03-10
Category : Business & Economics
ISBN : 9781839105425

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Research Handbook on Brand Co-Creation by Markovic, Stefan,Gyrd-Jones, Richard,von Wallpach, Sylvia,Lindgreen, Adam Pdf

Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.

Author : Kaufmann, Hans-Ruediger
Publisher : IGI Global
Page : 764 pages
File Size : 43,6 Mb
Release : 2014-10-31
Category : Business & Economics
ISBN : 9781466665484

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Handbook of Research on Managing and Influencing Consumer Behavior by Kaufmann, Hans-Ruediger Pdf

In recent years, all types of businesses have increasingly focused on the importance of the relationship with the customer. Customer knowledge management has become a well-known term used in the business and academic worlds for understanding how to control consumer behavior. The Handbook of Research on Managing and Influencing Consumer Behavior discusses the importance of understanding and implementing customer knowledge management and customer relationship management into everyday business workflows. This comprehensive reference work highlights the changes that the Internet and social media have brought to consumer behavior, and is of great use to marketers, businesses, academics, students, researchers, and professionals.

Author : Garg, Ruchi,Chhikara, Ritu,Panda, Tapan Kumar,Kataria, Aarti
Publisher : IGI Global
Page : 366 pages
File Size : 53,7 Mb
Release : 2017-09-13
Category : Business & Economics
ISBN : 9781522529224

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Driving Customer Appeal Through the Use of Emotional Branding by Garg, Ruchi,Chhikara, Ritu,Panda, Tapan Kumar,Kataria, Aarti Pdf

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.

Author : Anonim
Publisher : Unknown
Page : 574 pages
File Size : 53,7 Mb
Release : 2010
Category : Advertising
ISBN : CORNELL:31924107859294

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Admap by Anonim Pdf

Author : Susan Fournier,Michael Breazeale,Marc Fetscherin
Publisher : Routledge
Page : 501 pages
File Size : 43,5 Mb
Release : 2012-03-29
Category : Business & Economics
ISBN : 9781136470974

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Consumer-Brand Relationships by Susan Fournier,Michael Breazeale,Marc Fetscherin Pdf

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 : Russell Brand
Publisher : Ballantine Books
Page : 324 pages
File Size : 46,6 Mb
Release : 2014-10-14
Category : Humor
ISBN : 9781101882917

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Revolution by Russell Brand Pdf

NATIONAL BESTSELLER We all know the system isn’t working. Our governments are corrupt and the opposing parties pointlessly similar. Our culture is filled with vacuity and pap, and we are told there’s nothing we can do: “It’s just the way things are.” In this book, Russell Brand hilariously lacerates the straw men and paper tigers of our conformist times and presents, with the help of experts as diverse as Thomas Piketty and George Orwell, a vision for a fairer, sexier society that’s fun and inclusive. You have been lied to, told there’s no alternative, no choice, and that you don’t deserve any better. Brand destroys this illusory facade as amusingly and deftly as he annihilates Morning Joe anchors, Fox News fascists, and BBC stalwarts. This book makes revolution not only possible but inevitable and fun.

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 969 pages
File Size : 52,6 Mb
Release : 2019-07-05
Category : Business & Economics
ISBN : 9781522592839

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Global Branding: Breakthroughs in Research and Practice by Management Association, Information Resources Pdf

To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.

Author : Emmanuel Mogaji
Publisher : Springer Nature
Page : 276 pages
File Size : 41,6 Mb
Release : 2021-04-02
Category : Business & Economics
ISBN : 9783030661199

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Brand Management by Emmanuel Mogaji Pdf

Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.

Author : Omeraki Çekirdekci, ?ahver,?ngün Kark??, Özlem,Gönülta?, Suna
Publisher : IGI Global
Page : 556 pages
File Size : 49,7 Mb
Release : 2021-11-26
Category : Social Science
ISBN : 9781799886761

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Handbook of Research on Interdisciplinary Perspectives on the Threats and Impacts of Pandemics by Omeraki Çekirdekci, ?ahver,?ngün Kark??, Özlem,Gönülta?, Suna Pdf

The COVID-19 pandemic shook the world to its core. After a brief pause, organizations of all kinds had to adapt to the new circumstances given to them with very little time. The presence of the pandemic caused multiple threats that caused several disruptions to the norms, beliefs, and practices in various domains of everyday life. Both from macro and micro perspectives, individuals, households, markets, institutions, and governments developed strategies to respond to the new environment—responses that hope to eliminate or at least decrease the threats of the COVID-19 pandemic. The Handbook of Research on Interdisciplinary Perspectives on the Threats and Impacts of Pandemics explores the COVID-19 pandemic from an interdisciplinary perspective and determines how future pandemics may impact society. Beginning as a health threat, the pandemic has led the way to economic, social, psychological, political, and informational crises necessitating the examination of the phenomenon from different academic disciplines. Covering topics such as distance education, human security, and predictions, this handbook of research is an essential resource for scholars, managers, media representatives, governors, health officials, government officials, policymakers, students, professors, researchers, and academicians.