Perspectives on Hate

This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards.

This book draws upon empirical data to offer a fresh and unique perspective on hate crime victimisation. In challenging dominant theoretical and conceptual perspectives of hate crime, this book adopts the lens of ‘visibility’ as a way of understanding hate crime victimisation. In adopting this lens, key aspects of victimisation are explored, including the hierarchical nature of hate crime victimisation, that afford visibility to particular types of victimisation, and particular groups of people as ‘legitimate’ victims.