As we noted last week, too often, brands disappoint consumers. And we also know that consumers like caring brands. Also provocative ads may affect shopping, with Nike being a recent example. Today, we look at the behavior of belief-driven consumers.
Brand Perceptions and the Behavior of Belief-Driven Consumers
Often, people report that brand image influences their shopping behavior. But, how valid is this?
“When Nike unveiled an ad campaign starring Colin Kaepernick, the face of the athlete protests against racial injustice in the U.S., it seemed like there were only two possible reactions. People either applauded Nike for taking a stand and backing Kaepernick. Or they lambasted Nike for supporting someone who disrespected the American flag and U.S. military personnel. Some went as far as burning their Nike merchandise, not without sharing videos of it on social media of course. And they vowed never to buy a Nike product again. While those reactions might seem extreme, many people consider brands an important way of expressing themselves and their core beliefs.”