Can bad publicity be good publicity? : an investigation regarding negative publicity, brand choice and brand attitude

In order to accomplish this research goal we designed and implemented four "pre-post" experiments among four different consumer samples, each sample being exposed to a certain type of brand negative publicity: employer quality negative publicity (58 subjects), product technical problems negative publicity (50 subjects), price fairness negative publicity (50 subjects), and combined negative publicity, in this case exposing subjects to all previously mentioned negative brand messages (50 subjects).