Anti-Branding: Analyzing its Long-Term Impact
The IUP Journal of Brand Management, Vol. IX, No. 4, pp. 48-65, December 2012
Posted: 10 Dec 2012
Date Written: December 10, 2012
The paper looks into consumer perceptions of a brand. It explores if consumers get emotionally attached to a brand, and intends to study the long-term impact of offline and online anti-branding campaigns on customer-brand relationships. Anti-branding communities are often formed against a particular brand representing the failure of the brand to fulfill consumer expectations. Often strong brands are a good target. The case, this study is focusing on, is related to the alleged use of pesticides in soft drinks of PepsiCo and Coke as per reports of Centre for Science and Environment in 2003. The study uses primary data for the purpose, focusing specifically on Pepsi and Coke, and exploring if the negative publicity for the two brands has had any impact on brand-customer relationship in the long run. Also, it intends to understand if there is a link between regular usage of brand products, emotional attachment, and brand image in the long run. The findings indicate that the impact of anti-branding in the long run is mitigated for strong brands, and emotional attachment based on regular usage of the brand products appears to be just one of the factors contributing to this.
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