Cynical Brand Distance: Is it a response or not? Its Relationship with Social Distance, Brand Congruency and Brand Switch

The present article examines the brand-contextual effects of recent pandemic in form cynical brand distance conceptualization. study aims to determine whether consumers' perception social and congruency perceptions affects then shift perception. research was carried out a web survey on media 298 consumers analysis done with PLS algoritm SmartPLS software. It is found that positive relationship between distance. A association determined. also effect switch. They are considering impact comes from consumer's preferences, especially their attitudes towards brands, it has been considered consumer may create subjective or general negative attitude brands. Especially because triggers cynicism, validity scale based again, its distance, switch concepts were examined. Brand cynicism items created netnography handled as an item pool created.