Apr 23, 2021
As much and as easy as you can love a brand, you can hate it as much and as easily as well. Consumer’s power over brands has increased, and a new super-breed of unhappy customers was born as a result of such power shift. This group is not your typical mildly dissatisfied customers; but they are the hard-core discontented customers who would go do the distance to make brands suffer. They are called brand saboteurs.
New research from Journal of Marketing has examined brand saboteurs as people who actively partake in activities that can harm and shame brands. They do this not necessarily because they have had a bad experience with a brand; although more often than not it is the catalyst for such a behaviour, but because they have the means and time to make sure underperforming brands get the message that they are not satisfied.
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