Table V. Actions toward the brand* Air... | Emerald Publishing

Table V.

Actions toward the brand*

	Air Europa: #74 comments		Ballantines: #222 comments		El Pozo: #220 comments		Gill Stauffer: #391 comments
Categories	n	(%)	n	(%)	n	(%)	n	(%)
None	34	46	126	56.75	83	37.72	293	74.93
Recommendations, advices or claims to the brand	7	9.45	29	13.06	54	24.54	27	6.90
In support to the brand	0	0.00	5	2.25	15	6.81	0	0.00
Against the brand	37	50.00	88	39.63	72	32.72	72	18.41
Boycott/stop using	2	2.70	34	15.31	30	13.63	10	2.55
Spread the word	23	31.08	31	13.96	23	10.45	53	13.55
Vindictive complaining	12	16.21	23	10.36	35	15.90	9	2.30

	Air Europa: #74 comments		Ballantines: #222 comments		El Pozo: #220 comments		Gill Stauffer: #391 comments
Categories	n	(%)	n	(%)	n	(%)	n	(%)
None	34	46	126	56.75	83	37.72	293	74.93
Recommendations, advices or claims to the brand	7	9.45	29	13.06	54	24.54	27	6.90
In support to the brand	0	0.00	5	2.25	15	6.81	0	0.00
Against the brand	37	50.00	88	39.63	72	32.72	72	18.41
Boycott/stop using	2	2.70	34	15.31	30	13.63	10	2.55
Spread the word	23	31.08	31	13.96	23	10.45	53	13.55
Vindictive complaining	12	16.21	23	10.36	35	15.90	9	2.30

Note:

*These figures do not add up, as some comments fall in more than one category