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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...
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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.
ascunde descrierea
- Editură: Springer International Publishing AG
- Cod:
- Anul publicării: 2016
- Limba: Engleză
- Legarea: Legată
- Număr de pagini: 141
- Lățimea ambalajului: 21.8 cm
- Înălțimea ambalajului: 15.7 cm
- Adâncimea ambalajului: 1.1 cm
- Greutatea ambalajului: 580 g
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