March 2, 2018
Despite a significant increase in the number of people talking about the brands that have cut their ties with the National Rifle Association (NRA) following the February 14 mass shooting at Stoneman Douglas High School in Parkland, Florida, overall, consumer perceptions of those brands has remain unchanged, according to the findings of a YouGov BrandIndex released on March 1.
However, although brand perceptions remained the same, during the past week, the 17 brands that backed away from the NRA—among them, Delta, and Hertz, Enterprise, Avis and National Car Rental—have seen big increases in word-of-mouth.
Delta moved up from its previous word-of-mouth score of 9.3 to a current score of 15.3, according to YouGov. Hertz followed (1.5 to 5.5); as did Enterprise (3.7 to 6.9), Avis (1.0 to 3.5), National (0.3 to 2.6), United Airlines (9.4 to 11.2), and Budget Car Rental (1.2 to 2.9).
However, in measuring overall consumer perception, none of the 17 partner brands tracked has moved in a statistically significant way—which, YouGov states, may indicate that American consumers are applying equal positive and negative pressure, depending on their politics and position on gun control.
One brand did turn up high on two key metrics: United Airlines. The airline made the biggest gains in both buzz and general brand impression.
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