Bunch of jerks: How brands can benefit by reappropriating insults

Abstract Brands are increasingly finding themselves on the receiving end of negative labels from a variety of sources. While sometimes warranted, many of these negative labels feel like unwarranted or uncivil insults. Brands generally respond to such undeserved degradation by ignoring the insult, denying the insult, or perhaps apologizing to the insulter. This research explores another potential strategy: reappropriating the insult. We reveal that reappropriation—an intentional act of verbatim self‐labeling with an externally imposed negative label—can garner unexpected benefits for brands, including greater advertisement click‐through rate, interest, and more positive attitudes. The advantage of reappropriation is driven by perceptions of the brand's confidence and humor and is specific to situations in which the reappropriated insult is perceived to be unjustified and ultimately benign in nature. This work contributes to our understanding of how brands can recover from negative events and how reappropriation operates uniquely in an unexplored marketplace context. We also provide a novel recovery tactic for brand managers facing certain types of hostility.