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  • Navigating Consumer Negativity in the Digital World
    S. Umit Kucuk
    978-3-030-00380-7
    2019
    Edition 2
    • Identifies the key factors which lead to negative emotions towards company brands
    • Draws from psychology and consumer behavior research to identify the derivatives of hateful feelings
    • Explores how the Internet fuels hostility and shared dissatisfaction towards particular brands
    • Offers anti-branding management tools that companies can use to manage negative consumer experiences

    €130

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