Abstract
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 44th European Marketing Academy Conference |
| Number of pages | 7 |
| Publication date | 2015 |
| Publication status | Published - 2015 |
| Externally published | Yes |
| Event | 44th European Marketing Academy Conference - Leuven, Belgium Duration: 24 Apr 2015 → 27 May 2015 |
Conference
| Conference | 44th European Marketing Academy Conference |
|---|---|
| Country | Belgium |
| City | Leuven |
| Period | 24/04/2015 → 27/05/2015 |
Cite this
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Calming the Waters or Riding the Waves? Understanding Why and How Companies Can Leverage Negative Customer Sentiment to Empower the Business and Customer. / Rydén, Pernille; Kottika, Efthymia; Hossein, Muhammed Ismail ; Skare, Vatroslav.
Proceedings of the 44th European Marketing Academy Conference. 2015.Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review
TY - GEN
T1 - Calming the Waters or Riding the Waves? Understanding Why and How Companies Can Leverage Negative Customer Sentiment to Empower the Business and Customer
AU - Rydén, Pernille
AU - Kottika, Efthymia
AU - Hossein, Muhammed Ismail
AU - Skare, Vatroslav
PY - 2015
Y1 - 2015
N2 - Traditional consumer anger management tends to be compromising rather than empowering the brand. This paper conceptualizes and provides a case example on how consumer empowerment and negative emotions can in fact create opportunities for companies to ride the waves of consumer anger in a way that strengthens their brand. The consumers are empowered by ‘letting this anger out’, from which firms can gain huge attention. Companies can utilize such situations to inform people on their brands’ core values, and initiate discussions of larger societal relevance, which improves the brand awareness and value. This calls for a reconsideration of assumptions that empowerment is like a seesaw swinging in favor of either the consumer or the company, and that negative emotions can only be destructive.
AB - Traditional consumer anger management tends to be compromising rather than empowering the brand. This paper conceptualizes and provides a case example on how consumer empowerment and negative emotions can in fact create opportunities for companies to ride the waves of consumer anger in a way that strengthens their brand. The consumers are empowered by ‘letting this anger out’, from which firms can gain huge attention. Companies can utilize such situations to inform people on their brands’ core values, and initiate discussions of larger societal relevance, which improves the brand awareness and value. This calls for a reconsideration of assumptions that empowerment is like a seesaw swinging in favor of either the consumer or the company, and that negative emotions can only be destructive.
M3 - Article in proceedings
BT - Proceedings of the 44th European Marketing Academy Conference
ER -