ABSTRACT
This chapter focuses on the very specific dark side of consumer-brand relationships - the relationship between violent extremist organisations (VEOs) and their sympathisers and supporters. The authors conducted research exploring these organisations use of accepted branding and customer relationship management (CRM) techniques that further their causes engage potential followers and enhance their reputations among supporters. VEOs are not typically the subject of business research, though many comparisons to traditional firms can easily be made. Similar to firms whose primary function is to maximise profit, VEOs profit from increased brand recognition through greater exposure to their target market, share in the benefits of co-branding with other highly visible VEO brands, and see their images enhanced when they release high-profile 'products'. The work presented in this chapter represents the overlap of CRM and consumer-brand relationships, discussing the nuances of consumer behaviour and their impact on effective business strategies.
