Bracing for backlash
Design: This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Purpose: This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Findings: Anti-brand communities seek only to destroy the reputation and value of a brand. In doing so, brands are finding the challenges involved with shifting public perception. Originality: The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Year of publication: |
2022
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Published in: |
Strategic Direction. - Emerald Publishing Limited, ISSN 0258-0543, ZDB-ID 2089990-7. - Vol. 38.2022, 5, p. 17-18
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Publisher: |
Emerald Publishing Limited |
Subject: | Negative consumer-brand relationships | Brand hate | Anti-brand communities | Consumer behavior | Social media |
Saved in:
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