...Zelin Tong; Jingdan Feng; Fang Liu Purpose Studies have shown that negative publicity adversely affects brand trust, but exactly how brand trust can be damaged remains poorly understood. This study aims to explore how negative publicity influences image congruity and, subsequently, brand trust...

...Mingzhou Yu; Fang Liu; Julie Lee; Geoff Soutar Purpose This study aims to understand the influence of negative publicity on brand image, brand attitude and brand purchase intention. Specifically, the study examines the role of attribution (or brand blame) and information characteristics in Chinese...

... with a human-like brand image are evident in protection from brand dilution in the face of negative publicity. Research limitations/implications The findings suggest that a consideration of different forms of abstractness is key to unlocking the complexities of understanding customer-based brand equity...