A Typology of Consumer Brand Defenders: When Egoists, Justice Fighters and Brand Fans Defend your Brand

Ammann, Clemens Luis; Giuffredi-Kähr, Andrea; Nyffenegger, Bettina; Krohmer, Harley; Hoyer, Wayne David (27 May 2020). A Typology of Consumer Brand Defenders: When Egoists, Justice Fighters and Brand Fans Defend your Brand (Unpublished). In: European Marketing Academy 2020 Annual Conference. Budapest, Hungary. 26.-29.05.2020.

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Recently, it became evident that more and more consumers defend brands online
against criticism. Although this phenomenon is of high practical relevance to recover from negative critique such as NWOM, so far, research about the motives that drive consumers to defend a brand is very limited. Drawing on prosocial behavior literature, we identify key motives as drivers of consumer brand defense (CBD), namely, egoism, reciprocal altruism, and equity restoration as well as the consumer-brand relationship and its hot and rather cold components. A large-scale study with 570 actual brand defenders and a subsequent cluster analysis lead to three distinct brand defender types: the egoists, the justice fighters, and the brand fans. Thereby, we extend the literature on prosocial behavior to the phenomenon of CBD and conclude with recommendations for managers based on the three defender types.

Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

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

UniBE Contributor:

Ammann, Clemens Luis; Nyffenegger, Bettina and Krohmer, Harley

Subjects:

600 Technology > 650 Management & public relations

Language:

English

Submitter:

Clemens Luis Ammann

Date Deposited:

20 Nov 2020 16:37

Last Modified:

20 Nov 2020 16:37

URI:

https://boris.unibe.ch/id/eprint/148135

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