Brand Hate

S. Umit Kucuk has taught marketing, consumer behavior, and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is widely published in Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of Consumer Marketing, Journal of Retailing and Consumer Services, Journal of Research for Consumers, Marketing Theory, and Technovation, among others. He is the winner of the 2010 “Citation of Excellence” award from Emerald Management Reviews and his articles are among the most popular and most downloaded in these journals.

“Kucuk presents many elements thorough examinations surrounding the topic, and this book represents the most complete statement on brand hate we have to date in consumer behavior. As such, Brand Hate is essential reading for any researchers wishing to deepen their understanding of this darker trend in our digital world—and we need more of those researchers as our digital universe expands around us.” (Eric Krszjzaniek, Journal of Macromarketing, December 7, 2020)“Kucuk's book is a well‐written, pioneering, but still well‐grounded work that represents a good way to familiarize oneself with the nascent topic of brand hate. It is the first on the topic and has the merit of divulgating the notion of brand hate to a large audience of students, academics, and practitioners who wish to know more about it.” (Lia Zarantonello, Psychology & Marketing, August 20, 2020)“In the wake of publications such as Dr. S Umit Kucuk's Brand Hate: Navigating Consumer Negativity in the Digital World, articles are popping up in psychology journals across the globe.” (Karen Correia da Silva, Forbes, August 21, 2019)

• 1. What is Hate?.- 2. What is Brand Hate?.- 3. Antecedents of Brand Hate.- 4. Consequences of Brand Hate.- 5. Semiotics of Brand Hate.- 6. Legality of Brand Hate.- 7. Managing Brand Hate.