Page 23 - QUALITY Magazine (Volume 03 - Issue I)

media thronging with information. One more
Erosion of Consumer Trust defect or recall can bring media focus and
when combined with active social media
Brand equity is built upon the trust of the
consumer and this trust can quickly be eroded activism, leads to severe repute loss. Brand
by inconsistent quality. The loyal customer damage here is exacerbated by the popularity
feels disappointed when they encounter issues of social media platforms, which puts even
of a defective product or unreliable service minor problems into the public domain and
(Panyekar, 2024). Consumers tend to perceive makes their containment a significantly more
a brand as untrustworthy instantly if they have challenging exercise for a brand (Aggarwal
even a small issue with the quality once you et al., 2021). Large-scale recalls due to some
enter their lives. They are of the view that trust manufacturing flaws, critical issues regarding
takes a considerable lot of time to develop the product, or cyberattacks are typical
while it takes very little time to be lost, and when the Company’s brand is under public
the customers are more likely to remember discussion. Cross-sectional studies reveal that
incidents of breach of trust as compared to audiences often generalize media-reported
good incidences. quality problems as systematic organizational
The former is compounded by recurring periods issues affecting their negative brand attitude.
of product failure or recurring problems that In any organization that goes through a quality
create a view that the brand cannot deliver disaster, managers expect backlash since
publicity kills consumers’ trust and association
this promise. It is proved by studies that to with the product. Positive action, candor, and
regain the consumer confidence it can take disclosure can support crisis-prone brands to
years, and the efforts and money that will contain and, subsequently, overcome negative
be needed to achieve that end contain a publicity (Schivinski & Dabrowski, 2016). Last
significant investment, for example in improved but not least; brands must acknowledge the
assurance and reliability, in communication, fact that public image does matter and due
and customer care programs. In a competitive attention must be provided to it; this can be
market, if a firm continues to produce a low- achieved if, quality glitches are addressed
quality product, it will suffer from customer promptly and product quality is maintained
attrition to firms that offer reliable quality vigorously to thwart any negative media
goods or services (Cvjetković et al., 2021). coverage.
Erosion of trust is very dangerous as it not
only deters direct sales but also the long-term
goodwill of the company and its products thus
affecting the company’s growth and position
in the market. So, brands must guarantee that
they deliver their products and services at the “Brand equity is built
highest quality and engage with consumers upon the trust of the consumer
by responding to problems before they cause and this trust can quickly
serious damage to brand equity. be eroded by

inconsistent quality”
Negative Public Perception and Bad
Press

Sustainability is also linked to quality aspects
since poor quality is a major cause of negative
publicity especially in the wake of social