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Circle the wagons: measuring the strength of consumers’ brand defense

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
0965-254X
817-837
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.
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), 817-837. (doi:10.1080/0965254X.2021.1999305).

Record type: Article

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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More information

e-pub ahead of print date: 14 November 2021
Additional Information: 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
ORCID for Arnold Japutra: ORCID iD orcid.org/0000-0002-0513-8792

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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 ORCID iD
Author: Mansoor Javed

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