Brand Hate

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.

Aceasta carte se concentreaza pe conceptul de „ura de marca” si negativitatea consumatorului pe pietele digitale actuale. Cartea defineste ura marcii consumatorilor si discuta dimensiunile, antecedentele si consecintele acesteia, precum si semiotica si legalitatea unor astfel de activitati de ura a marcii pe baza argumentelor actuale de diluare a marcii.