Refine
Has Fulltext
- yes (1)
Year of publication
- 2021 (1)
Document Type
- Master's Thesis (1)
Language
- English (1)
Is part of the Bibliography
- yes (1)
Keywords
- response strategies (1) (remove)
Institute
Purpose:
This study aims to investigate the general effect of response strategies, which react to brand hate, on consumer-based brand equity (CBBE). The study also examines the effect of the delight of the response strategies on CBBE. It uses strategies with the following main characteristics: humorous, retaliated, co-created, explanation and apology.
Design/methodology/approach:
In a between-subject experiment with five treatment groups and a control group, the influence on the delight of the response strategies and the CBBE was measured. Data was sourced from a quantitative online survey including a total of 210 bachelor and master students.
Findings:
Findings show that the delight of a response strategy to brand hate has an impact on CBBE. It also showed that significant differences between the strategies existed regarding whether or not participants liked them. In this study no direct significant influence between the tested response strategies and the CBBE could be proven. Research limitations/implications:
Future research could examine how the impact on CBBE differs for specific antecedents or intensities of brand hate and which response strategy has the most positive impact depending on the circumstances.
Practical Implications:
The thesis includes implications for the examination of response strategies in the field of brand hate. The results provide indicators of the effectiveness of corporate responses. Significant differences in the delight of the strategies indicate that brand managers can use them to protect CBBE.
Originality/Value:
This study offers first insight into the effect of response strategies, which react on brand hate, on CBBE.