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Managing Online Anti-branding Consumer Behaviours: A Multiple Case Study Analysis in the Italian Landscape

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Mario D’Arco

    (University of Salerno)

  • Vittoria Marino

    (University of Salerno)

Abstract

This article seeks to contribute to the extant knowledge about branding in the digital era exploring why consumers assume adversely behaviours towards brands and how brand managers react when their brand is attacked. From the multiple case study analysis emerged that not every brand reacts at the same way. Specifically we noted the following four different strategies: (1) ignore; (2) apologize; (3) start a dialogue with trolls and haters; (4) change behaviour. Interestingly, (3) and (4) appeared more effective in mitigating consumers attacks. On the contrary (1) and (2) would be risky in some contexts.

Suggested Citation

  • Mario D’Arco & Vittoria Marino, 2018. "Managing Online Anti-branding Consumer Behaviours: A Multiple Case Study Analysis in the Italian Landscape," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Alexander Chernev (ed.), Advances in National Brand and Private Label Marketing, pages 85-94, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-92084-9_10
    DOI: 10.1007/978-3-319-92084-9_10
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    Cited by:

    1. Vittoria Marino & Riccardo Resciniti & Mario D’Arco, 2020. "It’s all about marketing! Exploring the social perception in the Italian context," Italian Journal of Marketing, Springer, vol. 2020(1), pages 7-23, March.

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