Subject Index
 

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 ...

Using data from the USA airline industry, this paper suggests that high levels of consumer negative voice (based on negative customer experience) can harm firms’ later stock returns. The consequent im ...

Using an extended ‘small-world’ analysis, the authors explore the effects of individual- and network-level negative word of mouth on a firm’s profits. The effects on Net Present Value (NPV) were foun ...

The authors show that deceptive advertising engenders distrust (through a process of defensive stereotyping), which negatively affects people’s responses to subsequent advertising, whether from the sa ...

The authors explore how firms can position brands to insulate them from negative publicity and how consumers evaluate brands in reaction to such publicity. Research suggested that prior brand attitude ...

Three experiments were undertaken to identify conditions under which a brand scandal spills over and negatively affects attitudes and beliefs about the product category and about competing brands. Str ...

‘Two-sided advertising’ describes the situation in which marketers disclaim particular characteristics of their products (mention negative aspects) at the same time as asserting positive claims. The n ...

Experimental work suggests that consumers exposed to loss-framed messages about product risk exhibit a general aversion to product risk in both the short and long term. In contrast, consumers exposed ...

The authors argue that emotional-branding strategies are conductive to the emergence of a doppelganger brand image, defined as a family of disparaging images and meanings that circulate throughout pop ...

The article focuses on consumer movements that seek ideological and cultural change e.g. anti-advertising, anti Nike and anti-GE food activism. Research suggests that the activists’ collective identit ...

The authors take a cost-benefit analysis approach to the consumer’s decisions to boycott. Four elements were found to be predictors: the desire to make a difference, the scope for self-enhancement, co ...

The authors demonstrate that comparative advertising can vary in terms of valence (i.e. whether respondents perceive them as more or less derogatory) in their references to competition. It is suggeste ...

Network externalities can include such things as pollution and congestion which can have an impact via consumer response on market failure. Positive network externalities also exist. The paper examine ...

Research was undertaken to explore complaining customers’ perceptions of their overall satisfaction with the firm, likelihood of word-of-mouth recommendations, and repurchase intent. Findings suggeste ...

The negativity effect (a greater weighing of negative as compared with equally extreme positive information in the formation of overall evaluations) is a well-proven phenomenon in consumer psychology. ...

This paper builds a dialectical theory of consumer culture and branding that explains the rise of the anti-branding movement and its potential effects. Existing theories of consumer resistance are cha ...

The paper explores the emancipatory dynamics of the Burning Man project, a week-long anti-marketing event. Practices used at Burning Man to distance consumers from the market included discourses suppo ...

American school-children (ninth graders) were randomly exposed to one of eight slice-of-life videotapes showing stimulus advertising (cigarette, antismoking, both, neither) and unfamiliar peers who ei ...

Brand equity can be undermined by product-harm crises and ill-prepared corporate responses to their impact, yet there is little research on the marketing impact of such situations. An ‘expectation/evi ...