(No) Offense Taken: Value Creation Vs Value Destruction By Brand-Offended Consumers

Consumers often post negative comments on brand social media with intentions to harm (value-destruction). We examine if this action backfires, instead strengthening observing consumers’ relationships with the brand. We illustrate that consumers attack brands on social media for different reasons, and also investigate why consumers defend brands against others’ attacks.


ereni markos, Lauren I Labrecque, and Mujde Yuksel (2020) ,"(No) Offense Taken: Value Creation Vs Value Destruction By Brand-Offended Consumers", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1211-1211.


ereni markos, Suffolk University
Lauren I Labrecque, University of Rhode Island
Mujde Yuksel, Suffolk University


NA - Advances in Consumer Research Volume 48 | 2020

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