Are emotionally positioned brands more likely to suffer a backlash to a crisis than functionally positioned ones?

Question

Quizplus · Accepted Answer

Emotionally positioned brands are more at risk during a crisis because their connection with consumers is based on emotional ties and trust. When a crisis occurs, this trust can be broken, leading to a stronger backlash compared to functionally positioned brands, which are chosen based on practical attributes rather than emotional connections.

Are Emotionally Positioned Brands More Likely to Suffer a Backlash