Published Paper Details:

ABSTRACT:- Brand loyalty plays a massive role by acting as a critical determinant of consumer behaviour thereby influencing purchase patterns and long-term brand attachment. Specially in an environment which is increasingly shaped by rapid dissemination of information and negative word-of-mouth (NWOM). Understanding the protective function of brand loyalty has become crucial in a world where negative word-of-mouth (NWOM) and the quick spread of information are shaping society more and more. The goal of this study, "Shielded by Loyalty: Analyzing Consumer Resistance to Negative Word-of-Mouth," is to investigate how consumer resistance to NWOM and brand loyalty are related. The study's goals are to determine how loyal consumers are to a brand, how much they are exposed to unfavorable word-of-mouth, and how loyalty levels relate to resistance behaviors. To determine whether loyalty serves as a protective barrier against adverse influences, special consideration is given to extremely devoted customers. A structured questionnaire that can be accessed by a wide range of people, including common and semi-literate consumers, is used to gather primary data. To analyze the data, statistical tools are used, with an emphasis on finding trends, correlations, and differences among various loyalty segments. It is anticipated that the results will show a positive correlation between resistance to NWOM and brand loyalty, emphasizing loyalty as a moderating factor in consumer decision-making. The study adds to the body of knowledge on consumer behavior and offers useful advice for brand strategists who want to improve customer retention and brand resilience against reputational risks.