Consumer attitudes: Negative publicity

 

The importance of research goes beyond providing general insight, and can help deal with even the most difficult marketing challenges. Such is especially the case for 'scapegoat' brands; that is, bran ...

This study focuses on the effects of news and advertising expenditures on corporate reputation. Both advertisement expenditures and the tone (or tenor) of business news exert a positive influence on c ...

Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'. These are ...

Negative publicity is increasing in frequency to become part of the everyday lives of consumers and everyday business of brands. Previous research reports several negative effects on the focal brand a ...

Karen Fraser (founder of the Fraser Consultancy) and Ben Claxton report that 61% of word-of-mouth conversations portray negative aspects of a brand. Their article looks at consumer's concerns about e ...

In this perceptive article, Anholt examines the changing status of brand America and how its once desirable image and values have become tarnished in the eyes of the world outside the US. Only time wi ...

Fergus Hampton, CEO of Millward Brown Precis, argues that the speed and importance of the internet as an unregulated information source requires companies and brands to continuously monitor what is be ...

Faced with a need to choose between many high-quality alternatives (e.g. in an architectural competition, or selecting an agency), selectors inevitably find themselves searching for anything, however ...

The author takes a brief look at what went wrong with Charlotte Beers' role within the Bush administration of marketing America to the Muslim world.

Despite their centrality to modern business, call centres have a poor reputation for frustrating consumers and customers alike. Guy Fielding argues that this is because they are poorly designed and im ...

Chris Powell criticises the UK for not being better at projecting a positive image of 'brand Britain' abroad. It is vital, he argues, to promote the nation better in order to boost the standing of its ...

While investigations into brand image have been plentiful, the study of negative brand image attributes has been rare. Replicated multi-brand studies are rare in any academic publication, but extremel ...