Is Samsung's Apple fanboy bashing having an effect?

Summary:Hearing negative stuff about a brand is one thing, but will this have an effect on consumer's perception of the iPhone, and will this translate into a drop in sales?

Samsung has just edged past the iPhone in consumer perception in the US, and research firm YouGov is attributing this to the new set of ads bashing the Apple fanboys who camp out for hours to buy the new iPhone.

Here are the ads in question:

Here's YouGov's take:

The two snarky ads, which promote the Galaxy SII, appear to be affecting the iPhone’s consumer perception, sending it into decline around the time the first ad appeared and continuing now. At the same time, Samsung’s perception has crept up gradually and just surpassed iPhone last week. The ads were released around November 22nd and December 1st.

Here's the chart:

Samsung and iPhone were measured with YouGov BrandIndex’s Buzz score, which is determined from asking respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

Hearing negative stuff about a brand is one thing, but will this have an effect on consumer's perception of the iPhone, and will this translate into a drop in sales? I'm not so sure that it will.

Related:

Topics: iPhone, Apple, Hardware, Mobility, Samsung, Smartphones

About

Adrian Kingsley-Hughes is an internationally published technology author who has devoted over a decade to helping users get the most from technology -- whether that be by learning to program, building a PC from a pile of parts, or helping them get the most from their new MP3 player or digital camera.Adrian has authored/co-authored technic... Full Bio

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