Samenvatting
Forschung zeigt, dass Marken positiv auf negative Bewertungen reagieren können, indem sie Beleidigungen als Ehrenauszeichnung umdeuten. Diese Strategie, bekannt als 'Reappropriation', kann dazu beitragen, die Markenidentität zu stärken und die Kundenbeziehungen zu verbessern, so aktuelle Erkenntnisse aus dem Journal of Consumer Psychology.
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