Bettina Nyffenegger and Dr. Andrea Kähr, researchers at the Institute of Marketing at the University of Bern, present the world's first study on brand sabotage in an interview with Werbewoche:

Brand sabotage is committed by anyone who negatively influences the brand associations of other consumers in order to specifically harm a brand. More and more consumers who are annoyed by a company and do not receive a response that seems appropriate to them are becoming brand saboteurs - in the digital age with high impact and widespread effect. Prof. Dr. Bettina Nyffenegger and Dr. Andrea Kähr, researchers at the Institute of Marketing at the University of Bern, recently presented the world's first study on brand sabotage. In an interview with Werbewoche, they explain what drives brand saboteurs, what consequences brand sabotage can have and how companies can react intelligently.

Read more: http://www.werbewoche.ch/corporate/marken/2017-08-18/erste-untersuchung-zu-markensabotage-wenn-der-kunde-zum-feind-wird