Killing brands softly — Redux

Don Schultz, Martin Block, Vijay Viswanathan and Fatih Gecti

Journal of Brand Strategy, 2017, vol. 6, issue 1, 87-102

Abstract: In 2013, Schultz and Block published a paper in this journal titled ‘Killing Brands. . . . Softly’ (2013). In that paper, they presented findings that suggested social media was responsible for a measurable decline in consumer brand preference for a large number of fast-moving consumer goods (FMCG) in the USA. That was followed by an additional study (2014) using data from two other major research organisations, which confirmed their findings. This paper is an update of the original, which adds three additional years of data to the base (2013–2015) and uses the same research approaches. In this paper, it was found that declining consumer no brand preference was levelling out. A new factor, however, Amazon.com, was found to be having a major impact on store and manufacturer brand preference. Results of this extended study are reported and implications discussed.

Keywords: Amazon.com; brand loyalty; consumer no brand preference; consumer no store brand preference; fast-moving consumer goods (FMCG); social media (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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