Brand hate navigating consumer negativity in the digital world

S Umit Kucuk Brand Hate Navigating Consumer Negativity in the Digital World 2nd ed 2019 S Umit Kucuk University of Washington, Tacoma, WA, USA ISBN 978-3-030-00379-1 e-ISBN 978-3-030-00380-7 https://doi.org/10.1007/978-3-030-00380-7 Library of Congress Control Number: 2018954013 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2019 This work is subject to copyright All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed The use of general descriptive names, registered names, trademarks, service marks, etc in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland Contents Part I Understanding Brand Hate 1 What Is Hate?​ 2 What Is Brand Hate?​ 3 Antecedents of Brand Hate 4 Consequences of Brand Hate Part II Implications of Brand Hate 5 Semiotics of Brand Hate 6 Legality of Brand Hate:​ Dilution v.​ Collusion 7 Managing Brand Hate Index List of Figures Fig 1.1 The emotion of hate Fig 1.2 Dimensions of hate Fig 1.3 Severity of hate Fig 2.1 Brand justice/injustice and hate Fig 2.2 Brand hate hierarchy Fig 2.3 Brand hate and anti-branding Fig 2.4 Brand hate through brand bullying a Direct consumer brand hate b Indirect consumer brand hate through bullying Fig 3.1 Brand hate average scores (Results in Fig 3.1 Indicates average scores of Cold, Cool, Hot Brand hates rankings The brand hate scale can be shared upon request GBH is defined as “General Brand Hate”) Fig 3.2 Pictorial presentation of the company-related brand hate antecedents (Dotted lines indicate PSF by CSR interaction effects) Fig 3.3 Emotional intensity of brand hate antecedents Fig 5.1 Digital anti-branding discourse Fig 7.1 Metamorphosis of brand hater Fig 7.2 Brand hate management process Fig 7.3 Algorithm of brand hate management Fig 7.4 Brand hate negotiation List of Tables Table 1.1 Perceived injustice and hate Table 2.1 Typology of anti-brand sites with regard to the NDJ matrix Table 3.1 Root causes of consumer brand hate Table 3.2 Company-related brand hate antecedent Table 4.1 Brand hate behaviors Table 6.1 Evolution of brand ownership Part I Understanding Brand Hate © The Author(s) 2019 S Umit Kucuk, Brand Hate https://doi.org/10.1007/978-3-030-00380-7_1 What Is Hate? S Umit Kucuk1 (1) University of Washington, Tacoma, WA, USA S Umit Kucuk Abstract In this chapter, I tried to explain the hate in light of the available psychology literature I tried to define general human feeling of hate with examples in two important components: “threatened egotism” and “perceived injustice” I focused on threatened egotism and perceive injustice as the major root-causes of feeling of hate and anger I used Sternberg’s hate classification in order to define the various dimensions of hate I have discussed various forms of hate from low level to high level (or alternatively severe hate) in terms of Sternberg’s Triangular hate model After reading this chapter, readers should have a basic understanding of the concept of hate and its dimensions Keywords Hate – Threatened egotism – Perceived injustice – Dimensions of hate – Hierarchy of hate – Severity of hate Without something to hate, we should lose the very spring of thought and action Life would turn to a stagnant pool On the Pleasure of Hating, Hazlitt (1826/1995, p 190) Hate is one of the strongest human feelings Some of us struggle with this feeling on an almost daily basis However, it is not a widely studied subject in the fields of social and behavioral sciences Part of the reason is because hate is so negative and disturbing a feeling that generally people do not want to talk about it, preferring to ignore it Yet, its impact and influence is always present at both conscious and unconscious cognitive levels Neurochemists discovered that when we are dealing with negative events, our body produces higher level cortisol, a hormone that shuts down thinking center of our brain and activates conflict aversion and protection behaviors, which eventually makes us to perceive negative events with greater emphasize than actually exists 1 Similarly, some scholars claim that negative emotions and negativity in general have a deeper impact on human feelings than positive feelings, cognition , and behaviors Research has revealed that people tend to recall negative events more easily than positive ones and that negative experiences have a deeper impact on people’s attitudes and behaviors than positive ones 2 This, in turn, can be conceptualized as “negativity bias ”, 3 meaning that people tend to weigh negative experiences in their decisions more heavily than positive ones 4 Thus, we may be led by our negative and hateful emotions (such as anger, disgust, dislike, and so on) rather than positive emotions (such as love , happiness , compassion, and so on) when we evaluate other people and objects Or we are at least influenced by negative emotions as much as positive ones, yet we prefer to ignore this very important emotion On the one end of the negativity , we have hate , and on the other end of the positivity, we have love Love and hate are building blocks of our emotional lives However, non-existence of love doesn’t necessarily indicate hate or vice versa (Sternberg 2003) Neither hate can necessarily be defined as total opposite of love as these two strongest human emotions can also exist together as Sprott (2004, p 304) discusses “one can love some things about one’s partner and hate others at the same time” Interestingly enough, in some romantic relationships, the deeper the love between partners, the deeper the hate gets when things didn’t work out 5 It is ironic to say that but perhaps the love is the source of the hatred we feel in some cases Either way, having feelings of both hate and love are how people give meaning and reasons to their lives, sometimes in a peaceful way with love and other times in a painful way with hate However, as human beings, we like to see the positive side and tend to ignore negatives most of the time We love to love and we hate to hate , and we want to be happy all the time We do not want to think about negative results and feel hatred, even though it is perhaps sometimes a reasonable and logical outcome of our behaviors This is in our nature We want to see happy endings in every event In other words, we are all programed to think positively—which is, I believe, our main life source Positive thinking makes us happy and everybody wants to be happy At certain points, it can be said that we are passively addicted to our happiness It is like watching Disney movies, which always feature happy endings Everything should be perfect, and the good guys are always the winners, not the bad guys We just cannot stand a situation in which a bad guy beats a good guy That makes us unhappy, and we feel pain and perhaps hatred toward the self-defined bad guy This is what I call “happyending syndrome” This syndrome is sometimes so blinding that we do not listen to or even like people who always think negatively about events or situations We are all in search of our own Disney-like happy endings in our lives, and we want to make sure we are not hunted by any negativity Thus, the question is: Are we drugged with our need for happiness, and do we blind ourselves by thinking positively and denying the negativity and hurtful truth surrounding us, even though we include them in our decision-making processes? At some points, such negativity will drag in hate and we simply do not want to go into that darkness and those hateful feelings But they are there nonetheless Perhaps we want to repress some of those negative and hateful feelings and deny the reality Showing hate is not acceptable in many societies and cultures, although people might feel hate and all sorts of other negative emotions on a daily basis Although hate can be seen to be as natural a feeling as love , showing anger and hatred is socially unacceptable and can even be seen as a criminal act in many cultures In other words, hate is a hidden and mostly repressed feeling and can generally be seen in a passive form in public rather than in active form Thus, those emotions exist but are buried deep in our subconscious Sometimes when people see an angry person, they say things like “it was shocking to see a crazy animal come out from that nice guy” The truth is that negative emotion or hate is with us wherever we go, and we just need an incident to trigger our hateful feelings But it is so unacceptable to see those negative emotions come out that some researchers define hateful feelings and hatred Fig 7.4 Brand hate negotiation I will discuss these issues in detail in the following sections as follows Non-Monetary Compensations Apology A private apology with an email or phone call to a complainant will show that you care about them; 75% of complainants expected an apology from the company, but very small portion of them gets the apology 21 If your apology follows a fixation of the problem, it means that you just save your consumer falling from a cliff to ocean of hate Openness and a sincere apology can be helpful with your hater , if you are wrong Sincere apology lowers the tensions and helps you get into a manageable base communication with your hater in any level of brand hate The first goal is to reach a reasonable communication and get rid of the issues preventing you to communicate with your consumer An apology is a great tool in the short term It is the first bucket of water you throw into fire You can buy a time with your apology until you really figure out what’s going on with your complainant and hater in the mild or early stages of brand hate An apology can also be used as the first step to lift to situation into better negotiation mood with your hater A simple apology could be enough especially in mild brand hate levels But, if the problem is unaddressed or poorly handled with simple apology, it is highly possible that consumers can quickly reach the medium and severe brand hate levels by time and not accept any types of negotiation and settlement attempts coming from you If the hate is very deep and strong, you might need to develop some negotiation plan in addition to your initial apologetic engagement In this case, it is highly possible that your apology might not have expected the impact on these kinds of consumers (who are generally in the medium and severe brand hate levels) You might need to use more facts and get slightly into adversarial communication with them, once you build a reasonable communication with your initial apology These kinds of consumers have more complex and puzzling hate structure as already discussed in previous chapters And, they won’t be settled with a simple apology and expect more You might also think that “all consumers complaint some point, so who cares?” Or, you might think that “showing regret publicly could give too much from your pride” However, the research showed that a sincere apology can increase consumers’ satisfaction 22 Also, you need to remind yourself that everybody is watching you and how you are handling a simple complaint in the digital world will eventually affect even your followers’ decision in the future If you can’t even handle a simple apology to a returning consumer, others might think that you are not showing an empathy and they would prefer to engage in other available options instead of complaining to you Thus, you do not hesitate to apologize to your consumer if it’s necessary That’s a plus on your part, not a weakness Furthermore, if you apologize both publicly and privately to your complainant, this generates positive WOM 23 and greater synergy effects on reaching positive relationship with your complainant as well as stronger relationship with your followers However, if the problem is scandalous in nature and affects most of the consumers in the market, you need public apology , and that sometimes could lead to unfavorable reactions of your investors as your public apology would potentially lead lawsuits 24 If an apology is not delivered in a right way at the right time, thus if it is perceived as cold, distance, and missing sincerity, that would create more public outrage and anger 25 In other words, if it is not managed well, apology can do bad rather than good to you In fact, it might create more potential haters than you needed to In other words, your bucket of water turns into a bucket of gas that inflates the fire of hate more than needed Policy and Process Improvement An assurance that the problem, which is the subject of complainant’s outcry, is not going to happen again would help you to regain your consumer on your side; 80% of consumers expect that their product repaired/service fixed, and 81% of complainants asked an assurance from the company that the problem would not be repeated 26 These are big percentages, and it also indicates that consumers are saying to company that “I like you and I expect you to fix my problems, and furthermore I don’t want you to repeat the same mistake If you do, you will make us mad and deserve our hate ” You need to take this very important consumer feedback to improve your processes, products/services, and policies This is actually a gift given by consumers to you to fix your problems, and it shouldn’t be perceived as a negative criticism aiming at you and your business 27 In fact, you need to use this valuable feedback to change what is not working and thank your consumers for their contribution In fact, you can even covert a complaint into a help Jay Baer empathized an interesting view with a recent interview with Erin Pepper, director of marketing and guest relations at Le Pain Quotidien (LPQ), about a complaining consumer as follows: “You know, sir, you are a discerning patron You notice deficiencies in our business that, frankly, most customers never see What we’d like to do with your permission, sir, is digitally load funds onto a PLQ gift card And what we’d like you do is, anytime you’d like, please go different Le Pain Quotidian location near you After your visit I would ask you to complete a short online survey, and send me an email detailing your observation about how we’re doing, because you see things other people don’t” (Baer 2016, p 21) This tactic, perhaps, works fine with mild brand hate levels as these consumers might be willing to volunteer for you But, the problem can be difficult to handle in medium and severe brand hate levels as these consumers are mostly coming after your major policies rather than simple procedural problems Thus, policy improvement speaks more to medium and severe haters as they want to see some major shift in companies’ policy They are not interested in short-term tactics such as apology but rather permanent and long-term strategic shift from the company In fact, my research revealed that some die-hard haters of a brand actually had worked in that company in the past and perhaps they know a lot of things about your business operations and philosophy than anybody else These consumers, hence, develop very strong social responsibility agenda against you as they have high expertise in your policies and procedures, and hence know potential systematic loops better than anybody else outside your company These consumers perhaps feel a boiling and burning hate levels and dedicated themselves to their hate of the brand In some point, these consumers actually love their hate , and it is almost impossible to convert them into brand advocates; thus, you may need to monitor them closely to control the brand hate contamination and to make sure that they are not sponsored by your rivals Closely study their claims and try to develop counter-argument to stop potential bullying and misinformation if you are right Most of the policy problems have some sorts of corporate social responsibility (CSR) implications Thus, you need to get to the bottom of these major CSR problems as they can generate more severe and long-lasting hate in the markets You can alternatively promote your other CSR initiatives you feel you proud of while re-evaluating your policy that caused this problem in first place You really need to polish your CSR strategies for these kinds of consumers All you can hope to do is to convert your relationship and communication with these consumers into a reasonable level Monetary Compensations Majority of the consumers feel happy if their emotional and physical damages are compensated as a result of service failures or company’s socially irresponsible behaviors, although this is mostly the case in product/service failures as consumers suffer financially The research showed that 57% of consumers expect money back, 44% of them want to receive a free product/service, and finally, 42% of them expect financial compensation for their lost time, inconvenience, or injury created by the company 28 Although some companies think that the disgruntled consumers might be trying to defraud them with monetary compensation requests (e.g., free product/service, gift cards, etc.), these kinds of monetary rewards could be less expensive and effective than marketing campaigns not only regaining the trust of returning consumers but also providing better consumer acquisition opportunities 29 Monetary compensation can work better for consumers on the mild and medium brand hate levels Consumers who are in severe hate level are too ideologic and deeply believe in their cause that they won’t settle with monetary rewards The research also showed that complainants’ satisfaction can be doubled if non-monetary and monetary compensations used together 30 Thus, companies should follow this path and try to fix problems with disgruntled consumers with sincere apology following with some sort of monetary compensation That would increase your chance of preventing your consumers to morph into haters , but there are no guarantees that they will not continue their hateful path If we revisit the United Airlines case I have discussed in this chapter, we can see that United Airlines was not able to understand the severity of the situation quickly enough, or UA was not fast enough to use right negotiation techniques to solve the problem Clearly, every product and service is different, and thus, response time to major product/service failures or major company wrongdoings can vary from one industry to another But, it took a couple of weeks for United Airlines to realize how severe the problem is as they caught by surprise the overwhelming protests in the markets It was clear from the beginning that the fix of the problem is not as simple as by offering dry apologies or granting flight vouchers to passengers, which were United Airline’s initial approach But, the problem was too big to be fixed with only an apology or a couple of hundreds worth of travel vouchers, which can only be used in United Airlines It’s ironic to see that such free vouchers offered to all passengers in the flight This is perceived by consumer that United Airlines does not really care about the passenger they kicked out from the flight, but the other consumers who are viewing this tragic event This was a shocking show put money or business above consumers or human being Thus, the problem is bigger than United Airlines management thought at that time Analogically speaking, United Airlines tried to stop a major forest fire with a garden hose They didn’t make timely major decisions and changes before the fire eats up the whole house United Airlines fell short in understanding the problem and focusing on structural and procedural issues This mistake led to extreme consumer anger and hate targeting United Airlines brand, which costs millions and some estimates billions of dollars to the company One could claim that this was really an unexpected and an extremely difficult event that nobody could save United Airlines from this big scandal in real time That’s true, but in a brand hate situation, especially if it’s happening in front of the public, the company always gets punches at the beginning and falls back The success of the brand management is measured on how quickly the company senses the severity of the problem, engages with consumers with right tone, and fixes the problem with right negotiation techniques Otherwise, brand hate can spill all around you in the digital markets Although consumers want you to compensate their loss and fix their problems, what they really ask is an understanding and a helpful touch Perhaps that’s more important than simple compensation Even though you failed to deliver the right compensation or solution for them, they might appreciate your effort if you make them feel that they are your priority, especially if the returning consumer is one of your loyal consumers The most determined haters are perhaps the ones who were loyal or loved you sometimes in the past, either you didn’t hear them when they need you or some other reasons they got really upset with you They wanted to talk with you and you didn’t listen to them and their love turns into everlasting hate There are also the ones who hated you from the beginning No matter what you do, you can’t earn their sympathy It is funny, but I have heard many stories that when people first met with their best friends they did not like them at all or in fact felt dislike or even hate toward them initially I had a similar experience, too The truth is, if we hate somebody or something we hate something that is already inside us I want to believe that it is possible to love someone no matter how much hate you feel toward them I hope that companies can see this way too and be able to reach their consumers and transform their brand haters into brand lovers Notes Baer (2016) Tschohl (2013) Customer Rage Survey (2015) Customer Rage Survey (2015) Consumer Rage Survey (2015) 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Consumer Rage Survey (2015) https://​www.​youtube.​com/​watch?​v=​yw3rIjzEuaY http://​www.​msn.​com/​en-us/​autos/​news/​a-customer-was-so-annoying-that-tesladecided-not-to-sell-him-a-car/​ar-BBp2gSK?​li=​BBnb7Kz&​ocid=​HPCDHP Baer (2016) Consumer Rage Survey (2015) Consumer Rage Study (2015) Parature (2014) Baer (2016) Hogreve et al (2017, forthcoming) Hogreve et al (2017, forthcoming) http://​fortune.​com/​2017/​04/​11/​united-airlines-stock-drop/​ Kucuk (2008) Kahr et al (2016) Consumer Rage Survey (2015) Zarantonello et al (2018) Consumer Rage Survey (2015) Gelbrich and Roschk (2011) Gelbrich and Roschk (2011) Robbennolt (2003) Zechmeister et al (2004) 26 Consumer Rage Survey (2015) 27 28 29 30 Barlow and Moller (2008) Consumer Rage Survey (2015) Baer (2016) Consumer Rage Survey (2015) References Baer, J (2016) Hug your haters: How to embrace complaints and keep your customers New York: Portfolio/Penguin Barlow, J., & Moller, C (2008) A complaint is a gift: Recovering customer loyalty when things go wrong San Francisco, CA: Berrett-Koehler Publisher Customer Rage Survey (2015) https://​epicconnections.​com/​wp-content/​uploads/​2016/​04/​DialogDirect_​CustRage_​Guide_​v5_​ 0.​pdf Retrieved on November 28, 2017 Gelbrich, K., & Roschk, H (2011) A meta-analysis of organizational complaint handling and customer responses Journal of Services Research, 14(1), 24–43 [Crossref] Hogreve, J., Bilstein, N., & Mandl, L (2017-forthcoming) Unveiling the recovery time zone of tolerance: When time matters in service recovery Journal of the Academy of Marketing Science https://​doi.​org/​10.​1007/​s11747-017-0544-7 [Crossref] Kahr, A., Nyffenegger, B., Harley, K., & Dayne, H W (2016) When consumers wreak havoc your brand: The phenomenon of consumer brand sabotage Journal of Marketing, 80(3), 1–66 [Crossref] Kucuk, S U (2008) Negative double jeopardy: The role of anti-brand sites on the internet Journal of Brand Management, 15(3), 209–222 [Crossref] Parature (2014) State of multichannel customer service survey http://​paratureprod.​blob.​core.​windows.​net/​wp-uploads/​2015/​ 01/​StateofCustomerS​erviceReport_​2014.​pdf Robbennoldt, J K (2003) Apologies and legal settlement: An empirical examination Michigan Law Review, 102(3), 460–516 [Crossref] Tschohl, J (2013) Companies don’t see reality in their service reflection Service Quality Institute March 21 http://​www.​ customer-service.​com/​blog/​201303/​companies_​misunderstand_​what_​customers_​want Zarantonello, L., Romani, S., Grappi, S., & Fetschering, M (2018) Trajectories of brand hate Journal of Brand Management https://​doi.​org/​10.​1057/​s41262-018-0105-5, forthcoming Zechmeister, J S., Garcia, S., Romero, C., & Vas, S N (2004) Don’t apologize unless you mean it: A laboratory investigation of forgiveness and retaliation Journal of Social and Clinical Psychology, 23(4), 532–564 [Crossref] Index A Agentic Aggression Aggressive impulses Aggressiveness Agreeableness Anarchist consumers Anarchistic Anger Anti-branding Anti-branding dilution Anti-branding semiotics Anti-consumption Anti-corporate Anti-cybersquatting Consumer Protection Act (ACPA) Antipathy Anxiety Apology Attitudinal brand hate Attributor’s Rights Authenticity Authenticity verification Avoidance B Behavioral brand hate Belittling Big-Five Blurring Boiling brand hate Boiling hate Boycott Brand activist(s) Brand attachment Brand aversion Brand bullying Brand coding Brand consistency Brand criminals Brand dilution Brand disaster Brand discourse Brand divorce Brand equity Brand failure Brand hate Brand hate dilution Brand hate expressionism Brand hate management Brand hate negotiation Brand iconization Brand identity Brand identity collusion Brand injustice Brand interrogation Brand logo(s) Brand love Brand ownership Brand punishment Brand rank Brand retaliation Brand semiotics Brand slogans Brand symbols Brand value Brand value unfairness Brand vandals Brand voice Bully/Bullied Burning brand hate Burning hate C Channel of engagement Cognition Cognitive sharpeners Cold brand hate Cold hate Collective movements Communion Company-related antecedents Complainer(s) Complaint(s) Conscientiousness Constructive punitive actions Consumer boycott Consumer complaining Consumer complaints Consumer complaint sites Consumer confusion Consumer creativity Consumer deception Consumer liberation Consumer-related antecedents Consumer relationship management (CRM) Consumer retaliation Consumer revenge Consumer review sites Consumer service failure Consumer welfare Consuming representation Consumption language Contempt Cool brand hate Cool hate Corporate Social Irresponsibility (CSI) Corporate Social Responsibility (CSR) Corporate wrongdoings Corrupt Counter-advertisements Criminalization Cultural backlash Cultural ownership Cyberpirate Cybersquatting/Cybersquatter D Dehumanization Demonization Deservingness Destructive punitive actions Devaluation Devil Dialectic empathy Die-hard haters Digital anti-branding Digital semiotics Diminution Direct revenge Direct revenge behavior Disconnecting Disgruntled Disgust Dislike Displeasure Dissatisfaction Distancing Distributive injustice Domain name Doppelganger brand Dual hate model E Easy action Email Email campaign Emotional stability Engagement Engaging Entitled consumer Entitlement Environmentalism Equality Escape Experts Expressive Extraversion Extreme individualism F Fact seeking Faint-hearted hater Fairness Fair use Fear Fire and brimstone First amendment Free riding Free-speech rights Freud, Sigmund Friedrich, Nietzsche Frustration FTC H Happy ending syndrome Harassment Hard action Hate Hate mirroring Hater Hegel, Friedrich Hell Hell coding Helplessness Herd-man Hirschman, Albert Hitlerization Homo-digitus Homo - significan Horizontal NDJ Hostility Hostility vs entertainment Hot brand hate Hot hate Humiliation I Identity Identity avoidance Identity clashers Ideological dissatisfaction Ignorance Illegal/Illegality Image-based digital economy Image-based economy Indifference Indirect revenge Information overload Injustice Insincere brand Instrumental Insulting Intense hate Interactional injustice Internet based activism Interpersonal hate Intimating Intrinsic Irrational emotions L Listening Love Lunatic discharging M Malicious attacks Mascot subversion Medium brand hate Message clarity Message similarity Mild brand hate Mild hate Moderate brand hate Moderate hate Monetary compensation Moral exclusion Moral inclusion Moral judgment N Narcissistic/Narcissism Nation of priests Negation of intimacy Negative brand images Negative Double Jeopardy (NDJ) Negative feeling Negative message dissemination Negative self/Negative selves Negative Social Jeopardy (NSJ) Negative WOM Negativity Negativity bias Negotiating/Negotiation Neurotic attachment Neuroticism Non-monetary compensation Numbness O Object hate Online complaining Openness Opportunists Oppositional loyalty P Paid-bloggers Paranoia Peircean Perceived Injustice Personality Personality disorder Personalization Policy improvement Political movements Polysemic Positive self Positive thinking Power Power inequality Prejudiced hate Private apology Private response Procedural injustice Product/service failure Protection Protest Psychopathic hate Public apology Public domain R Raw hater Reflexive revulsion Rejection Repel Resent Resolution Return frauds Revenge Revengeful WOM Revolt S Saussurean Scope of justice Seething brand hate Seething hate Self-awareness Self-esteem Self-identity Selfishness Semiotic democracy Semiotic disobedience Semiotics Semiotics of pain Service-Dominant logic (S-D Logic) Service failures Service recovery Severe brand hate Severe hate Shoplifting Signified Signifiers Silent distancing Simmering brand hate Simmering hate Skull Slogan subversion Social signaling Sovereign consumers Sternberg, Robert Stimulus similarity Subvertisement(s) Sullivan, Andrew Swastika Symbolic codes Symbolic hater(s) T Tarnishment Telephone call Third-party response Threatened egotism Threatened self Timing of engagement Tolerance Tone of communication Tone of engagement Trademark infringement Trademark rights Transactional dissatisfaction True haters Typosquatting U Ultimate brand hate Ultimate punishment Unethical consumer United Airlines (UA) V Verification Vindictive Violence Visceral prejudice Voice response W Wholehearted hater(s) Willingness to punish ... Although there are three distinct types of brand hate introduced in this section, cool and cold brand hate indicate more passive and attitudinal brand responses or more intrinsic mental training against the hated brand, while hot brand hate signifies more active and behavioral... Brand hate – Brand injustice – Cold brand hate – Cool brand hate – Hot brand hate – Anti-branding – Severity of brand hate – Brand bullying I don’t really hate it any more than I hate any of the other brands I hate, but sure, I hate Dell as much as the rest... Cold Brand Hate Cold brand hate can be conceptualized as devaluing the hated brand and eliminating any sort of relationships with it, thus ignoring and leaving the hated brand behind Cold brand hate can