Effects of Brand Performance
Tiffany White Keynotes - The Tiffany White keynotes draw from her research as an academic expert on the topic of consumer...
White has focused her research on the implications of this. She has found a positive correlation between a brand's performance and the mood and self-esteem of a consumer who strongly identifies with that brand. As a result, consumers often engage in counter-intuitive and often counterproductive behaviors to restore their self-esteem and perception of self-worth after a brand performs poorly.
Alternatively, when a brand is performing strongly, consumers may be more willing to give back to others such as a charity or non-profit organization.
White's consumer connections keynote offers surprising evidence and information that demonstrate how entrenched consumers are becoming with brands and the identities they create in the market today.