Wentworth
Institute of Technology
Brand Hate Navigating Consumer Negativity in the Digital World /
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 hate...
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| Format: | Electronic eBook |
| Language: | English |
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Cham :
Springer International Publishing : Imprint: Palgrave Macmillan,
2019.
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| Edition: | 2nd ed. 2019. |
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| Online Access: |
Full text (Wentworth users only) |