United Airlines' Consumer Perception Plunges to Lowest Level in Decade
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Less than a week after a video surfaced of a passenger being forcibly removed from an overbooked United Airlines flight, the company’s consumer perception dropped to its lowest level in at least 10 years, according to YouGov BrandIndex.
The daily brand perception research service has been tracking brands through consumer interviews since June 2007. On April 8, one day before the video went viral, United Airlines had a Buzz (or perception) score of 3, which dipped to -28 by April 12. YouGov BrandIndex’s Buzz scores can range from 100 to -100, with negative numbers indicating that survey respondents have heard more negative news about a brand than positive news.
Several weeks ago, United Airlines’ brand perception dipped slightly after the company stopped two teenagers from boarding a flight for wearing leggings because they were traveling on company “buddy passes,” which requires adherence to a specified dress code. The score at that time went from 0.6 to -4, said Ted Marzilli, CEO of YouGov BrandIndex.
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