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1. The Consequences of Consumer Brand Hate - A Case Study of Anti-branding Websites in the Airline Industry
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Title: The Consequences of Consumer Brand Hate: A Case Study of Anti-branding Websites in the Airline Industry Seminar Date: May 30, 2016 Course: BUSN39 - Degree Project in Global Marketing Authors: Brittany Purkis, Lisa Scheider Advisor: Annette Cerne Keywords: Brand Hate, Anti-branding, Airline Industry, Consumer Brand Relationship (CBR), Consumer Complaint Behavior, Brand Avoidance, Consumer Dissatisfaction, Customer Service Quality. Purpose: The purpose of the study is to draw further understanding and investigate the hate relationship between a particular company and consumers and to develop theory in this area of study that has grown in relevance. LÄS MER