The Effect of Negative Corporate News (NCNs) on Brand Equity and Repurchase Intention among Undergraduate Students at Huachiew Chalermprakiet University

Abstract

Negative Corporate News (NCNs) has an impact on corporate image and consumer attitudes toward the firm. We investigated the impact of NCNs on brand equity and repurchase intention, and investigated the relationship between NCNs and gender toward repurchasing intention. This study is an experimental research which is one-group pretest-posttest design. Our intervention to be used for treating participants consisted of product quality, service quality, price, and packaging design. Questionnaire was used to measure 30 participants’ perspectives included 2 parts; Brand Equity (Brand Awareness (BA) , Brand Image (BI), and Perceived Quality (PQ)) and Repurchase Intention (RI). Our findings showed that NCNs had significant impact on brand equity and repurchase intention. To investigate in gender, NCNs had a higher effect in female than male toward repurchasing intention. The findings provided insights to help organizations concern on negative image which led to customer attitude toward brand equity and repurchase intention which affected to organizational profitability.