Description
S. Umit Kucuk has taught marketing, consumer behavior, and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is widely published in Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of Consumer Marketing, Journal of Retailing and Consumer Services, Journal of Research for Consumers, Marketing Theory, and Technovation, among others. He is the winner of the 2010 “Citation of Excellence” award from Emerald Management Reviews and his articles are among the most popular and most downloaded in these journals. Chapter-1: What is Hate? Definition of Hate Threatened Egotism and Hate Perceived Injustice and Hate Dimensions of Hate Cold Hate Cool Hate Hot Hate Severity of Hate Chapter-2: What is Brand Hae? Definition of Brand Hate Components of Brand Hate Cold Brand Hate Cool Brand Hate Hot Brand Hate Types of Brand Hate Anti-Branding and Brand Hate Brand Bullying Chapter-3: Antecedents of Brand Hate Company-Related Antecedents Product and Service Failures Corporate Social Irresponsibility The Potential Interaction Effects Consumer-Related Antecedents Consumer Personality Problems Consumer Personality Traits Chapter-4: Consequences of Brand Hate Consumer Complaining and Negative WOM Consumer Boycott Illegitimate and Unethical Consumer Response Chapter-5: Semiotics of Brand Hate Brand Semiotics Anti-Branding Semiotics Digital Anti-Branding Discourse Chapter-6: Legality of Brand Hate Brand Dilution Likelihood of Consumer Confusion Blurring and Tarnishment Brand Identity Collusion Anti-Branding Dilution Sources of Conflicts between Brand Dilution and Anti-Branding Chapter-7: Managing Brand Hate Listening Engagement Tone of Engagement Channel of Engagement Timing of Engagement Negotiation Non-Monetary Compensation Monetary Compensation
