Research Recaps

When Can Consumer Bragging Hurt Your Brand?

Key Takeway

Marketers usually count all positive social media mentions as a good thing, but status-signaling by brand bragging can tarnish the brand’s likeability – unless that brag is softened by the consumer conveying their brand love. “Well-accessorized for Friday night outing with my #AppleWatch (#SheIsABeauty)”

 

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.