Circle the wagons: measuring the strength of consumers’ brand defense
Circle the wagons: measuring the strength of consumers’ brand defense
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.
advocacy, Brand defense, brand love, defending, forgiving, loyalty
817-837
Roy, Sanjit K.
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Singh, Gaganpreet
01c623ba-0578-4954-bb37-c0fab922842a
Japutra, Arnold
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Javed, Mansoor
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Roy, Sanjit K.
9f0dd08b-a7b4-4284-bf04-64afd76a72bb
Singh, Gaganpreet
01c623ba-0578-4954-bb37-c0fab922842a
Japutra, Arnold
004a3f8c-4d07-4cc7-8660-c5b3a5983760
Javed, Mansoor
ca260b96-822d-40c0-a4b3-b477f7b32f05
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, 31 (4), .
(doi:10.1080/0965254X.2021.1999305).
Abstract
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.
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e-pub ahead of print date: 14 November 2021
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Publisher Copyright:
© 2021 Informa UK Limited, trading as Taylor & Francis Group.
Keywords:
advocacy, Brand defense, brand love, defending, forgiving, loyalty
Identifiers
Local EPrints ID: 500236
URI: http://eprints.soton.ac.uk/id/eprint/500236
ISSN: 0965-254X
PURE UUID: 077e0c4f-b147-43e6-975b-a461c9400fa5
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Date deposited: 22 Apr 2025 17:16
Last modified: 23 Apr 2025 02:14
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Contributors
Author:
Sanjit K. Roy
Author:
Gaganpreet Singh
Author:
Arnold Japutra
Author:
Mansoor Javed
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