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Dissertation
The essays on negative publicity
Doctor of Philosophy (Ph.D.), Drexel University
Jul 2019
DOI:
https://doi.org/10.17918/c820-k929
Abstract
This dissertation establishes the impact of negative information on customers and investors. In the first essay, we examine how the increase in negative information about a brand lead to an increase in awareness and purchase intent for the brand, based on 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, we examine the dynamic impact of negative information on customers and investors of the firm. We apply time-series econometric analysis to a firm-level survey and financial data for global car makers. The study suggests important policy implications that when firms are faced with negative information, they should focus their attention on their investor relations for a considerable time period until the long-term effect of the negative information overcomes its short-term impact.
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Details
- Title
- The essays on negative publicity
- Creators
- Jung Ah Han - DU
- Contributors
- Bang Nam Jeon (Advisor) - Drexel University (1970-)Rolph Ely Anderson (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- 90 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Marketing; Drexel University
- Other Identifier
- 9947; 991014632944604721