Killing Brands … Softly

Don Edward Schultz, Martin Paul Block

Research output: Contribution to journalArticle

Abstract

Based on ten years of US consumer responses to a commercial online questionnaire (over 1 million individual responses), challenges are raised about how manufacturer product brands can be built and supported in an interactive marketplace. It was found that increases in consumer use of social media are strongly correlated with declines in consumer brand preference and the rise of a stated consumer choice of no brand preference over the period. Evidence of these findings is presented and recommendations are made for new forms of manufacturer product brand development and support. A brand research agenda for the interactive marketplace is also provided.
Original languageEnglish (US)
Pages (from-to)284-299
Number of pages16
JournalJournal of Brand Strategy
Volume2
Issue number3
StatePublished - 2013

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