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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.
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- Nakladateľ: Springer International Publishing AG
- Kód:
- Rok vydania: 2016
- Jazyk: Angličtina
- Väzba: Hardback
- Počet strán: 141
- Šírka balenia: 21.8 cm
- Výška balenia: 15.7 cm
- Hĺbka balenia: 1.1 cm
- Váha balenia: 580 g
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