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Resistance to Negative Info in Strong Brands by Gumparthi Vivek is a document available to read on EtoBox.
What is Resistance to Negative Info in Strong Brands about?
This study investigates how strong brands can thrive by fostering resistance to negative information (RNI) among loyal consumers. It highlights the importance of brand respect and attitudes in building RNI, revealing that a strong emotional connection with the brand can mitigate the effects of negative information. The research suggests that brand managers should prioritize developing brand respect to enhance consumer loyalty and purchase intentions.
- Author
- Gumparthi Vivek
- Language
- EN