A new study conducted by the University of Illinois finds that consumers who build a strong relationship with a brand, can be “personally impacted by incidents of brand ‘failure.’
The study, which will be published in the next issue of the Journal of Consumer Psychology, tested a group of subjects to see how they would respond to negative information about brands with which they closely identified. According to the paper, “Because the brand is seen as a part of the self by virtue of being intimately tied to the self, failure on the part of the brand is experienced as a personal failure.”
Interesting...
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