Killing brands … softly

Don E. Schultz and Martin Block
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Don E. Schultz: Professor (Emeritus-in-Service) of Integrated Marketing Communications at the Medill School, Northwestern University, USA

Journal of Brand Strategy, 2013, vol. 2, issue 3, 284-299

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.

Keywords: brands; brand preference; brand relationships; marketing communication (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2013:v:2:i:3:p:284-299

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