Construct · 1 fields · 1 citations

negative publicity effect: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
negativepublicity effect1 CONSTRUCTNegative publicityAHLUWALIA · BRANDING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Branding

how consumers process negative information about a brand, with highly committed consumers resisting it and less committed ones weighting it heavily.

In branding, negative publicity effect refers to how consumers process negative information about a brand, with highly committed consumers resisting it and less committed ones weighting it heavily. This meaning comes from Ahluwalia (2000) in Journal of Marketing Research.[1]

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Nearby constructs

information4 fields · 5 citationsjingle · one word, four constructsprocess3 fields · 3 citationsjingle · one word, three constructs

References

  1. Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer Response to Negative Publicity: The Moderating Role of Commitment. Journal of Marketing Research, 37(2), 203-214. https://doi.org/10.1509/jmkr.37.2.203.18734

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