During the time of the coronavirus pandemic, consumers seem to be unforgiving to brands which act inappropriately in response to the situation. During a March 2020 survey conducted in 12 global markets, it was found that consumers from China and India were the most likely to make negative reviews of brands that acted poorly in light of the COVID-19 outbreak, at 76 and 60 percent respectively. In comparison, only 16 percent of Germans said they had convinced others to stop using a brand because it was not responding well to the problem.
Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country
Question: Please indicate how much you agree or disagree with the following statements about brands and how they are responding to the current coronavirus pandemic. 9-point scale; top 4 box, agree: I have convinced other people to stop using a brand that I felt was not acting appropriately in response to the pandemic
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Edelman. (March 20, 2020). Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country [Graph]. In Statista. Retrieved December 23, 2024, from https://www.statista.com/statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/
Edelman. "Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country." Chart. March 20, 2020. Statista. Accessed December 23, 2024. https://www.statista.com/statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/
Edelman. (2020). Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country. Statista. Statista Inc.. Accessed: December 23, 2024. https://www.statista.com/statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/
Edelman. "Share of Consumers Who Convinced Others to Stop Using a Brand Due to Its Inappropriate Response to The Coronavirus Pandemic Worldwide as of March 2020, by Country." Statista, Statista Inc., 20 Mar 2020, https://www.statista.com/statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/
Edelman, Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country Statista, https://www.statista.com/statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/ (last visited December 23, 2024)
Share of consumers who convinced others to stop using a brand due to its inappropriate response to the coronavirus pandemic worldwide as of March 2020, by country [Graph], Edelman, March 20, 2020. [Online]. Available: https://www.statista.com/statistics/1110243/global-consumer-reaction-to-brand-poor-covid19-response/
