Abstract
The purpose of this study is to examine the effects that negative and positive news stories about corporate activities have on customer relationships with those companies. To test the proposed hypotheses, a 2 by 2 (positive versus negative news story; high versus low customer satisfaction) factorial design was implemented. The dependent variables are corporate credibility, CEO reputation for leadership and customer perceptions of the quality of customer-company relationships. The study confirms the impact of negative news stories on relationship building. The experiment that was run to collect data provides a better understanding of how differently slanted news stories, when combined with customer satisfaction levels, affect customer-corporate relationships. The study also provides information about the role that intangible assets play in relationship building. The findings indicate that negative media coverage of corporations has the potential to damage the image of a corporation and its CEO.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Targeting, Measurement and Analysis for Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
