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Negative Reviews Boost Brand Loyalty by Nousher Chohan is a document available to read on EtoBox.

What is Negative Reviews Boost Brand Loyalty about?

Research by Nailya Ordabayeva and colleagues reveals that negative reviews can increase purchase intent more than positive ones, particularly when consumers feel socially distant from the reviewer. Fans of identity-relevant brands, such as NFL merchandise, are more likely to defend their brand against negative feedback from dissimilar reviewers, leading to increased sales. Marketers can leverage this insight by emphasizing collective identity in their branding strategies to mitigate the impact of negative r

Author

Nousher Chohan

Language

EN