Online brand defense is a concept in

consumer behavior Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and pr ...

. It refers to the situation where a

consumer A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. T ...

defends a

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

against criticisms on online platforms. The reason why a consumer does this varies. It might be due to attachment to the brand. It could also be due to belief in the brand's high product quality leading to the perception that the criticisms are unjustified. Since the early 21st century, the concept of online brand defense has drawn scholarly interests within the field of

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

, in particular

consumer psychology Consumer behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services. Consumer behaviour consists of how the consumer's emotions, attitudes, and ...

. Many experts in this field have been discussing ways to induce online brand defense in one's customers, because such behavior is thought to help defend the brand against negative word-of-mouth.

Notable Examples of Online Brand Defense

*Former Democratic Party Hong Kong chairperson Emily Lau once openly complained

Cathay Pacific Cathay Pacific Airways Limited (CPA), more widely known as Cathay Pacific (), is the flag carrier of Hong Kong, with its head office and main hub located at Hong Kong International Airport. The airline's operations and subsidiaries have sc ...

, stating there was no beef in the beef porridge served. Owing to Lau's political stance, she was attacked by some internet users who dislike her. *Lisa Ch'ng once openly complained about the services of Cathay Pacific, along with breaching the privacy of cabin crew.

Hong Kong Airlines Hong Kong Airlines Limited (stylised as HONGKONG AIRLINES) is an airline based in Hong Kong, with its headquarters in the Tung Chung district and its main hub at Hong Kong International Airport. It was established in 2006 as a member of t ...

(a main rival of Cathay Pacific) implicitly mentioned the incident on social media, which triggered the attack from Matt Yeung, the boyfriend of Lisa Ch'ng. In turn, both were criticized heavily by many internet users. Some users criticized Yeung for being arrogant solely by appealing to

Chinese nationalism Chinese nationalism () is a form of nationalism in the People's Republic of China (Mainland China) and the Republic of China on Taiwan which asserts that the Chinese people are a nation and promotes the cultural and national unity of all Chi ...

and patriotism.

References

Brands Consumer behaviour {{Marketing-stub

Notable Examples of Online Brand Defense

See also

References