(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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

Read More

Featured

Decisional Conflict Predicts Myopia

Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA

Read More

Featured

Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open

Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.