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Brand Hate pp 87-101 | Cite as

Consequences of Brand Hate

  • S. Umit Kucuk
Chapter

Abstract

This chapter discusses consequences of brand hate. It discusses potential consumer responses in light of the consumer complaining, negative Word-of-Mouth (WOM), and consumer boycotting literatures. The changes in consumer responses with the Internet technology and what it means for brand hate is also broadly discussed. The chapter provides classifications about potential consumer responses in both attitudinal and behavioral levels. Potential brand damages and anti-branding and brand hate reflections and their impact on individual and social level consumer behaviors. Finally, the chapter also discusses consumer illegal and unethical behaviors as reflection of their brand hate also discussed with the newly developing literature.

Keywords

Consumer complaining Consumer voice Negative WOM Boycotting Online reviews Illegal consumer reactions Consumer reviews 

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • S. Umit Kucuk
    • 1
  1. 1.University of WashingtonTacomaUSA

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