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  • Research: Brand-conscious consumers take bad news to heart

    Consumers with close ties to a brand respond to negative information about the beloved brand as they do to personal failure - they experience it as a threat to their self-image, according to a new study by Tiffany Barnett White, a professor of business administration at Illinois.

    Consumers with close ties to a brand respond to negative information about the beloved brand as they do to personal failure - they experience it as a threat to their self-image, according to a new study by Tiffany Barnett White, a professor of business administration at Illinois.

    Photo by L. Brian Stauffer

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      Consumers with close ties to a brand respond to negative information about the beloved brand as they do to personal failure - they experience it as a threat to their self-image, according to a new study by Tiffany Barnett White, a professor of business administration at Illinois.

      Photo by L. Brian Stauffer

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