Sharing is Caring: A qualitative study on the impact of Netflix’s latest policy change on brand promise, brand loyalty, and consumer-brand relationships

University essay from Lunds universitet/Företagsekonomiska institutionen

Author: Beatrice Lidia Rosa Allievi; Mariagloria Martino; [2023]

Keywords: Service brands; Brand promise; Brand loyalty; Consumer-brand relationship; Negative emotions; Netflix; Streaming platforms; OTTs; Business and Economics;

Abstract: The purpose of this study is to investigate the consequences of Netflix’s latest policy change on consumers’ perceptions of the brand promise and on their willingness to continue using the service. Furthermore, we aim to explore the negative emotions that arose in response to the policy change.

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