http://www.palgrave.com/us/book/9783319415185

Chapter-1: What is Hate?

Definition of Hate
Threatened Egotism and Hate
Perceived Injustice and Hate
Dimensions of Hate
Severity of Hate

Chapter-2: What is Brand Hate?

Definition of Brand Hate
Components of Brand Hate
Cold Brand Hate
Cool Brand Hate
Hot Brand Hate
Types of Brand Hate
Anti-Branding and Brand Hate
Brand Bullying

Chapter-3: Antecedents of Brand Hate

Company-Related Antecedents
Product and Service Failures
Corporate Social Irresponsibility
The Potential Interaction Effects
Consumer-Related Antecedents
Consumer Personality Problems

Chapter-4: Consequences of Brand Hate

Consumer Complaining and Negative WOM
Consumer Boycott

Chapter-5: Semiotics of Brand Hate

Brand Semiotics
Anti-Branding Semiotics
Digital Anti-Branding Discourse

Chapter-6: Legality of Brand Hate

Brand Dilution
Likelihood of Consumer Confusion
Blurring and Tarnishment
Brand Identity Collusion
Anti-Branding Dilution
Sources of Conflicts between Brand Dilution and Anti-Branding

Chapter-7: Managing Brand Hate

Listen
Engage
Negotiate