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Consequences of Brand Hate

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Brand Hate

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Abstract

This chapter discusses the consequences of brand hate. It looks at potential consumer responses in light of consumer complaints, negative word-of-mouth (WOM) and consumer boycotting literatures. The chapter provides classifications for potential consumer responses at both attitudinal and behavioral levels. Potential brand damage and anti-branding and brand hate reflections and their impact on individual and social level consumer behaviors are investigated.

Pissed off at Wal-Mart, I needed a constructive way of releasing my frustration, so I bought a silly domain name and designed a Web site dedicated to my anger. I have created this site in retaliation against Wal-Mart for their crappy customer service and for treating their employees like s--t

Anonymous Consumer (http://www.forbes.com/2005/03/07/cx_cw_0308hate.html , visited on January 5, 2016)

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Authors and Affiliations

  1. City University of Seattle, Seattle, Washington, USA

    S. Umit Kucuk

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  1. S. Umit Kucuk
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Kucuk, S.U. (2016). Consequences of Brand Hate. In: Brand Hate. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-41519-2_4

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