Beyond strong bonds: publication in Journal of Interactive Marketing
Who really defends your brand online when it's under fire? Of course the most loyal brand fans, but not only those: Also consumers who are just satisfied, will defend a brand: because the want to restore fairness and give something back.
The third group of online defenders are the self-promoters: when they defend a brand online they are seeking fun, visibility, or reputational gains.
These are insight of Prof. Andrea Giuffredi-Kähr's most recent research paper published in the Journal of Interactive Marketing as a collaboration with Clemens Ammann (University of Bern), Bettina Nyffenegger (University of Bern), Harley Krohmer (University of Bern), and Wayne D. Hoyer (The University of Texas at Austin).
The publication examines why consumers defend brands online, identifying three key motivations—reciprocal altruism, equity restoration, and egoism—alongside brand satisfaction and attachment. A survey of 570 brand defenders reveals three distinct types: brand promoters, justice promoters, and self-promoters. The findings help managers foster consumer brand defense more effectively.
Read the full article:
Ammann, C., Giuffredi-Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2025). EXPRESS: Beyond Strong Bonds: a Typology and Motivational Insights into Online Brand Defenders. Journal of Interactive Marketing, 60(3), 271-292. https://doi.org/10.1177/10949968251320615