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)”


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