© 2019

Brand Hate

Navigating Consumer Negativity in the Digital World


Table of contents

  1. Front Matter
    Pages i-ix
  2. Understanding Brand Hate

    1. Front Matter
      Pages 1-1
    2. S. Umit Kucuk
      Pages 3-21
    3. S. Umit Kucuk
      Pages 23-48
    4. S. Umit Kucuk
      Pages 49-86
    5. S. Umit Kucuk
      Pages 87-101
  3. Implications of Brand Hate

    1. Front Matter
      Pages 103-103
    2. S. Umit Kucuk
      Pages 105-128
    3. S. Umit Kucuk
      Pages 129-161
    4. S. Umit Kucuk
      Pages 163-191
  4. Back Matter
    Pages 193-199

About this book


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. 


consumer behavior Consumer psychology branding anti-branding marketing consumer affairs brand management retailing digital markets brand avoidance customer service digital branding brand hate Consumer-Generated Branding Brand Semiotics Negative word of mouth corporate social responsibility Corporate Social Irresponsibility

Authors and affiliations

  1. 1.University of WashingtonTacomaUSA

About the authors

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.

Bibliographic information


“Kucuk presents many elements thorough examinations surrounding the topic, and this book represents the most complete statement on brand hate we have to date in consumer behavior. As such, Brand Hate is essential reading for any researchers wishing to deepen their understanding of this darker trend in our digital world—and we need more of those researchers as our digital universe expands around us.” (Eric Krszjzaniek, Journal of Macromarketing, December 7, 2020)

“Kucuk's book is a well‐written, pioneering, but still well‐grounded work that represents a good way to familiarize oneself with the nascent topic of brand hate. It is the first on the topic and has the merit of divulgating the notion of brand hate to a large audience of students, academics, and practitioners who wish to know more about it.” (Lia Zarantonello, Psychology & Marketing, August 20, 2020)

“In the wake of publications such as Dr. S Umit Kucuk's Brand Hate: Navigating Consumer Negativity in the Digital World, articles are popping up in psychology journals across the globe.” (Karen Correia da Silva, Forbes, August 21, 2019)