• Seema Devi
• Poonam malik

In the competitive landscape of the corporate sector, brands strive to cultivate a loyal customer base that not only makes repeat purchases but also advocates for their products and services. However, the reality is that not all customers are satisfied. A significant segment, known as brand detractors, harbors negative experiences and opinions that can significantly influence consumer behaviour. Understanding who these detractors are and how they impact the market is crucial for businesses aiming for sustainable growth and a positive brand image. Brand detractors are essentially dissatisfied customers who are likely to express their negative experiences with a brand to others. They are the antithesis of brand advocates, and their influence can be far-reaching, especially in the age of digital connectivity and social media. Their dissatisfaction can stem from various factors, including poor product quality, unsatisfactory customer service, unmet expectations, unethical business practices, or even negative personal interactions. The influence of brand detractors on consumer behaviour is multifaceted and potentially damaging. Firstly, they actively engage in negative word-of-mouth (NWOM). Unlike satisfied customers who might passively enjoy their positive experiences, detractors are often vocal about their grievances. They share their negative experiences with friends, family, colleagues, and increasingly, with a wider online audience through reviews, social media posts, and forums. This NWOM carries significant weight as consumers tend to trust personal recommendations and experiences more than traditional advertising. A single negative review or comment can deter potential customers, leading to lost sales and a damaged reputation.

Brand, Detractors, Consumer, Behaviour, Loyalty

"Brand Detractors: Understanding their influence on consumer behaviour in the corporate sector", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.f97-f108, August-2025, Available :http://www.jetir.org/papers/JETIR2508516.pdf

"Brand Detractors: Understanding their influence on consumer behaviour in the corporate sector", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. ppf97-f108, August-2025, Available at : http://www.jetir.org/papers/JETIR2508516.pdf