Online brand defense

Online brand defense is a concept in

consumer behavior. It refers to the situation where a consumer defends a brand against criticisms on online platforms. The reason why a consumer does this varies. It might be due to attachment to the brand. It could also be due to belief in the brand's high product quality leading to the perception that the criticisms are unjustified.^[1]^[2]

Since the early 21st century, the concept of online brand defense has drawn scholarly interests within the field of

consumer psychology. Many experts in this field have been discussing ways to induce online brand defense in one's customers,^[3] because such behavior is thought to help defend the brand against negative word-of-mouth.^[1]

Examples

Former
Democratic Party Hong Kong chairperson Emily Lau once openly complained Cathay Pacific, stating there was no beef in the beef porridge served. Owing to Lau's political stance, she was attacked by some internet users who dislike her.^[2]

Lisa Ch'ng once openly complained about the services of Cathay Pacific, along with breaching the privacy of cabin crew.
Matt Yeung, the boyfriend of Lisa Ch'ng.^[4] In turn, both were criticized heavily by many internet users. Some users criticized Yeung for being arrogant solely by appealing to Chinese nationalism and patriotism.^[2]