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Brand Hate: Navigating Consumer Negativity in the Digital World S. Umit Kucuk Second Edition 2019 edition
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Brand Hate: Navigating Consumer Negativity in the Digital World
S. Umit Kucuk
This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. 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.
199 pages, IX, 199 p.
| Mediji | Grāmatas Paperback Book (Grāmata ar mīksto vāku un līmēto muguru) |
| Izlaists | 2019. gada 10. decembris |
| ISBN13 | 9783030131098 |
| Izdevēji | Springer Nature Switzerland AG |
| Lapas | 199 |
| Izmēri | 150 × 220 × 10 mm · 454 g |
| Valoda | Vācu |
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