Samsung 'buzz' falls after Note 7 fiasco

Christoph Waltz: stars in Samsung Galaxy Note 7 ad
Christoph Waltz: stars in Samsung Galaxy Note 7 ad

Faulty batteries in Samsung's Note 7 devices have resulted in negative perceptions of the brand, according to YouGov "buzz" data.

On Tuesday, Samsung announced plans to permanently cease production of the smartphone. The buzz metric records whether consumers have heard positive or negative news about a brand through advertising, word of mouth or news.

Samsung’s buzz declined to a nadir of -9.7 among the public on 23 September after a week of negative coverage about its devices. That compares with a high of 9.5 earlier in the month. Buzz remained low on 9 October at -3.1.

The effect is less acute among existing Samsung customers, whose buzz score for the brand bottomed out at -6.2 on 22 September. That compares with a high of 17.3 earlier in the month. Buzz is only one metric measured by YouGov’s BrandIndex tracker.

Consumer perceptions of Samsung’s quality, consideration and purchase intent have remained stable. A YouGov spokesman noted that the figures may get worse as the recall crisis deepens and consumers become more aware of rolling news coverage. 

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