Elyette Roux

From Pacifists to Activists: What Do Consumers Risk When They Fight Against Brands (Extended Abstract)

Marketing emphasizes the importance of constructing strong relationships with brands (Fournier 1998a). However, sometimes brands are in trouble (Aaker et al. 2004; Holt 2002). In response, consumers may undertake antagonistic behaviors against them (Kozinets and Handelman 2004; Thompson and Arsel 2004). As illustrated in the comment above, extracted from a nongovernmental organization (NGO) website, consumers could spread negative word of mouth through messages posted on the Internet. But some consumers want to go further and adopt a very confrontational approach. Such behaviors could put them into trouble.