Loyal fans can still be a source of bad buzz, study finds

03/25/2011 | MarketingProfs

Twenty-six percent of consumers say they are more likely to talk about bad experiences with a brand than about good experiences, according to a report. About 30% of consumers who considered themselves loyal fans of a brand said they were more likely to share bad experiences than good, the report notes. "Loyalty marketers must accept their responsibility for the impact their programs can have on generating both positive and negative word of mouth," says Colloquy managing partner Kelly Hlavinka.

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