Circle the wagons: measuring the strength of consumers’ brand defense

Roy, Sanjit K., Singh, Gaganpreet, Japutra, Arnold and Javed, Mansoor (2021) Circle the wagons: measuring the strength of consumers’ brand defense. Journal of Strategic Marketing. ISSN 0965254X (In Press)

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Customers are frequently connecting to other consumers resulting in both positive and negative comments. Despite widespread use of negative comments, it is common to see consumers defending their brands or products. However, less is known on what brand defense is and how to measure brand defense. Across three studies, we conceptualise and develop a scale to measure brand defense. Brand defense is conceptualised as the act of defending, forgiving, and advocating the brand. The results show that the scale is reliable, valid, and distinct from other brand measures, including brand love, brand trust, and brand loyalty. Results indicate that managers can work toward developing the kind of consumer-brand relationships that would promote brand defense; to combat negative publicity prevalent in the social media landscape in order to sustain brand reputation. Directions for future research and managerial implications of the new construct are discussed

Item Type: Article
Keywords: Advocacy | Brand Defense | Brand Love | Defending | Forgiving | Loyalty
Subjects: Social Sciences and humanities > Business, Management and Accounting > Marketing
JGU School/Centre: Jindal Global Business School
Depositing User: Amees Mohammad
Date Deposited: 07 Feb 2022 08:55
Last Modified: 17 Jun 2022 10:39
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