Identifying the motives and behaviors of brand hate

Published: Jan 1, 2014
Abstract
The web 2.0 has given the consumer more power in the relationship with companies. Several websites have emerged where consumers can share the experiences they have with the brand. In recent years, there is an increase in brand websites where consumers can ventilate their extreme negative feelings about the brand. Brand hate can be a serious risk for companies, since it can damage the brand image and reputation of the company. To limit the...
Paper Details
Title
Identifying the motives and behaviors of brand hate
Published Date
Jan 1, 2014
Journal
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