United’s Brand Favorability Was Rebounding Until Dog Incidents

The Miami Herald shares that United’s brand favorability as tracked by Morning Consult was on the rebound in over the past year since the Dao dragging incident last April. The survey has respondents rank brands on a scale from negative 100 to positive 100. The Dao incident caused United’s score to drop by an incredible 47 points. That score had improved as time went on, with United recently falling about 17 points behind the other major US carriers.  However, that all changed with the recent spat of negative pet stories coming from United. The carrier’s score fell 28 points this time, though unlike the dragging incident, the majority of survey participants wouldn’t spend money to avoid the airline.

Still, after Dao was dragged off the plane, 44 percent of the people who had heard about the onboard dispute told the brand tracker that they would sacrifice money and time to avoid flying with United. But after the latest pet-related scandal, only 25 percent of those questioned said they would avoid United.

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