Brands with passionate devotees also tend to attract consumers who hate the brand, which is one of the risks of consumer generated advertising.

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This is a common phenomenon known as "brand backlash". When a brand has a strong fan base, it can also elicit strong negative reactions from those who dislike the brand, often due to a perceived sense of exclusivity or superiority among the brand's devotees. This highlights the potential downside of consumer generated advertising, which can be unpredictable and can sometimes turn off potential customers.

Brands with Passionate Devotees Also Tend to Attract Consumers Who