Construct · 1 fields · 1 citations

consumer brand sabotage: a standalone construct

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Marketing

deliberate hostile acts by consumers meant to harm a brand, often after a strong negative experience.

In marketing, consumer brand sabotage refers to deliberate hostile acts by consumers meant to harm a brand, often after a strong negative experience. This meaning comes from Kähr (2016) in Journal of Marketing.[1]

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Nearby constructs

experience4 fields · 6 citationsjingle · one word, four constructs harm2 fields · 2 citationsjingle · one word, two carriers

References

Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2016). When Hostile Consumers Wreak Havoc on Your Brand: The Phenomenon of Consumer Brand Sabotage. Journal of Marketing, 80(3), 25-41. https://doi.org/10.1509/jm.15.0006

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