Knowledge Cloud – unsere Wissensdatenbank

2024-12-05

Published by Ursula Haas-Kotzegger at 2024-12-05

When Love turns to Hate

Was passiert, wenn treue Markenfans plötzlich zu den schärfsten Kritiker*innen einer Marke werden? Unsere aktuelle Forschung zeigt, wie aus Brand Love durch wahrgenommenen Verrat, Schuldzuweisungen und persönliche Betroffenheit Brand Hate entstehen kann. Der Fall Balenciaga verdeutlicht, wie schnell emotionale Markenbindungen kippen und welche Folgen dies für Unternehmen haben kann.

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