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• To explain how different kinds of negative publicity have different impacts on brand trust. • To understand how cultural context shape consumers' reactions to negative publicity. • To determine the role product involvement plays when consumers are confronted with negative publicity.
The current research intends to understand the effects of a wine award and associated negative publicity on brand equity, brand loyalty and purchase intention, and the success of a response from the organisation in countering the negative publicity.
Oct 23, 2018 · Specifically, the study examines the role of attribution (or brand blame) and information characteristics in Chinese consumers’ responses to negative publicity.
Title: Managing negative publicity – A quantitative study on how negative publicity affects the consumer. Background: A brand’s reputation can take many years to build up, although the value of the brand is not forever. Accidents, scandals or product safety incidents associated to a certain corporation can affect a brands reputation.
Specifically, we argue that negative publicity can increase purchase likelihood and sales by increasing product awareness. Consequently, negative publicity should have differential effects on established versus unknown products. Three studies support this perspective.
In a series of two studies, we test the differential responses to negative publicity of consumers who are high and low in commitment to the publicized brand, and we delineate the psychological processes responsible for this effect.
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Negative publicity may have positive effects, however, if it increases product awareness. Though it has not focused on negative publicity directly, more quantitative research suggests that media or interpersonal communication can influence whether
