A Typology of Consumer Brand Defenders

Ammann, Clemens Luis; Giuffredi-Kähr, Andrea; Nyffenegger, Bettina; Krohmer, Harley; Hoyer, Wayne David (14 February 2020). A Typology of Consumer Brand Defenders (Unpublished). In: 2020 AMA Winter Academic Conference. San Diego, CA. 14.-16.02.2020.

In today’s digital world, consumers are becoming increasingly empowered in their interactions with brands.Sometimes they help brands but, unfortunately, they are increasingly hurting brands as well.Traditional marketing strategies have focused on brandbuilding but in today’s context, companies need to develop brand defense strategies. In this session, the authors will discuss various aspects of brand defense including customer toxicity, managerial responses to brand sabotage, building brand immunity, various types of brand defenders, and consumer creepiness.

Item Type:

Conference or Workshop Item (Speech)


03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing

UniBE Contributor:

Ammann, Clemens Luis, Giuffredi-Kähr, Andrea, Nyffenegger, Bettina, Krohmer, Harley


300 Social sciences, sociology & anthropology > 330 Economics
600 Technology > 650 Management & public relations




Clemens Luis Ammann

Date Deposited:

17 Feb 2020 15:53

Last Modified:

05 Dec 2022 15:36

Uncontrolled Keywords:

Brand Defense, Reputation Management, Prosocial Behavior



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