Essays on negative publicity

In the first essay, I examine how the increase in negative information about a brand lead to an increase in awareness and purchase intent for the brand, using four years of weekly survey data tracking customers’ attitudes towards computer and automobile brands. The analysis contributes to the literature on mind-set metrics in marketing mix models, focusing on the role of negative brand information in the mix. In the second essay, I examine the dynamic impact of negative publicity on customers and investors of the firm. I Apply time series econometric analysis to a firm-level survey and financial data for global car makers. The study suggest important policy implications that when firms are faced with negative publicity, they should focus their attention more on their investor relations over consumer relations for a considerable time period until the long-term effect of the negative publicity overcomes its short-term impact.

Committee Co-Chair: Bang Jeon-Professor-Drexel University Committee Co-Chair: Rolph Anderson-Professor-Drexel University Committee Member: Elea Feit-Assistant Professor-Drexel University Committee Member: Daniel Korschun-Associate Professor-Drexel University Committee Member: Trina Larsen Andras-Professor-Drexel University