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Contents |
5 |
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List of Figures |
6 |
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List of Tables |
7 |
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Part I Understanding Brand Hate |
8 |
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Chapter 1 What Is Hate? |
9 |
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Abstract |
9 |
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Threatened Egotism and Hate |
13 |
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Perceived Injustice and Hate |
13 |
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Rejection and Intense Hate |
16 |
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Moderate Hate |
17 |
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Acceptance and Love |
17 |
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Dimensions of Hate |
18 |
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Cold Hate (Devaluation–Diminution) |
21 |
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Cool Hate (Negation of Intimacy–Disgust) |
21 |
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Hot Hate (Anger–Fear) |
22 |
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Severity of Hate |
22 |
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References |
25 |
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Chapter 2 What Is Brand Hate? |
28 |
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Abstract |
28 |
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Definition of Brand Hate |
30 |
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Components of Brand Hate |
34 |
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Cold Brand Hate |
34 |
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Cool Brand Hate |
36 |
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Hot Brand Hate |
37 |
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Types of Brand Hate |
37 |
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Brand Hate and Anti-Branding |
39 |
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Brand Hate and Brand Bullying |
46 |
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References |
50 |
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Chapter 3 Antecedents of Brand Hate |
54 |
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Abstract |
54 |
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Company-Related Brand Hate Antecedents |
55 |
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Product/Service Failures |
64 |
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Corporate Social Irresponsibility |
66 |
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Potential Interaction Effects of Antecedents |
69 |
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Consumer-Related Brand Hate Antecedents |
71 |
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Consumer Personality Disorder |
74 |
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Consumer Personality Traits |
78 |
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References |
86 |
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Chapter 4 Consequences of Brand Hate |
92 |
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Abstract |
92 |
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Consumer Complaining and Negative WOM |
95 |
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Consumer Boycotts |
98 |
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Illegitimate and Unethical Consumer Reactions |
101 |
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References |
104 |
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Part II Implications of Brand Hate |
107 |
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Chapter 5 Semiotics of Brand Hate |
108 |
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Abstract |
108 |
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Brand Semiotics |
111 |
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Brand Hate and Anti-Branding Semiotics |
113 |
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Digital Anti-Branding Discourse |
114 |
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Capitalist Coca-Cola (Slogan Subversion) |
119 |
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Nazi Disney (Mascot Subversion) |
120 |
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Satan Intel (Brand Logo and Slogan Subversion) |
122 |
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Unhealthy McDonald’s (Brand Name and Logo Subversion) |
123 |
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Comparisons of Anti-Branding Images |
124 |
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References |
129 |
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Chapter 6 Legality of Brand Hate: Dilution v. Collusion |
132 |
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Abstract |
132 |
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Brand Dilution |
135 |
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Likelihood of Consumer Confusion |
136 |
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Blurring and Tarnishment |
138 |
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Brand Identity Collusion |
140 |
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Anti-Branding Dilution Test |
142 |
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Sources of Conflicts Between Brand Dilution and Anti-Branding |
151 |
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Trademark Rights v. Free-Speech Rights |
151 |
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Brand Dilution v. Consumer Creativity |
155 |
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Creator’s Rights v. Attributor’s Rights |
156 |
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References |
162 |
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Chapter 7 Managing Brand Hate |
165 |
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Abstract |
165 |
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Listening |
169 |
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Engagement |
172 |
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Tone of Engagement |
173 |
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Dialectic Empathy |
174 |
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Hate Mirroring |
174 |
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Authenticity Verification |
176 |
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Lunatic Discharging |
178 |
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Channel of Engagement |
180 |
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Timing of Engagement |
182 |
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Negotiation |
184 |
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Non-Monetary Compensations |
186 |
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Apology |
186 |
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Policy and Process Improvement |
188 |
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Monetary Compensations |
189 |
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References |
192 |
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Index |
194 |
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