Calming the Waters or Riding the Waves? Understanding Why and How Companies Can Leverage Negative Customer Sentiment to Empower the Business and Customer

Pernille Rydén, Efthymia Kottika, Muhammed Ismail Hossein, Vatroslav Skare

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the 44th European Marketing Academy Conference
Number of pages7
Publication date2015
Publication statusPublished - 2015
Externally publishedYes
Event44th European Marketing Academy Conference - Leuven, Belgium
Duration: 24 Apr 201527 May 2015

Conference

Conference44th European Marketing Academy Conference
CountryBelgium
CityLeuven
Period24/04/201527/05/2015

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