25.03.2025Publication Alert: Prof. Dr. Andrea Giuffredi-Kähr’s research article in the Journal of Interactive Marketing

Prof. Dr. Andrea Giuffredi-Kähr's new research paper, “Beyond Strong Bonds: a Typology and Motivational Insights into Online Brand Defenders” published in the Journal of Interactive Marketing, is 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).

This 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, 0(ja).

https://doi.org/10.1177/10949968251320615