Relationships skew how consumers judge brands
The type of relationship that consumers have with a brand makes all the difference in how they react to perceived unfairness.
“Adverse outcomes happen sometimes. People are treated badly or a product fails,” says Pankaj Aggarwal of the University of Toronto. “Marketers must understand the type of relationship that they have with the consumer so they can figure out how to make good that unfair outcome.”
Full story at Futurity.
Photo credit: Fotolia
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