Abstract
We report on the findings of an exploratory set of experiments designed to test the effect of negative firm actions online. Findings point to firms suffering a loss of consumer attitude toward the brand when legal action is threatened against the creator of a consumer generator advertisement. Similarly, consumers also lowered their attitude toward a brand when confronted with information suggesting that a brand was linked to secretly posting consumer advertisements online. Implications for academics and brand managers are discussed.
Original language | English |
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Pages (from-to) | 120-126 |
Number of pages | 7 |
Journal | Journal of Public Affairs |
Volume | 12 |
Issue number | 2 |
DOIs | |
Publication status | Published - May 2012 |