Description
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
