"A feel-good brand won’t gain much respect (or sales) from consumers these days if it’s owned by a not-so-feel-good corporate parent.
The survey, conducted by Weber Shandwick and KRC Research, spans four countries (China, Brazil, U.S., U.K.), 1,375 consumers, and 575 senior executives from major corporations. The survey found that 70% of respondents said that they stay away from a product if they don’t like the parent company, 67% check product labels to find the parent company, and 56% would think twice about buying a product if they couldn’t find information about the corporation behind it. In the U.S., one out of six consumers will stop buying a product altogether if they discover that they don’t like the parent company."
- Ariel Schwartz
(Please find the full analysis by clicking on the title)