Abstract

Brands are essential assets for businesses, prompting significant investments in their development, upkeep, and protection. On the other hand, the internet has empowered consumers to express opinions or criticise different brands, possibly via online review platforms. Upon seeing these critics, others may staunchly defend their preferred brands or criticise those they perceive as acting improperly towards them. This study examines how personality traits shape brand-defending and misbehaviour-criticising behaviours, aiming to expand theoretical understanding and guide effective brand management strategies.

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