?Varumärkesstyrkas modererande effekt på negativ publicitet?
Publicity is argued to have relatively great impact on attitudes and behaviours of consumer. Especially great is the influence of negative information. At the same time it is likely for brands to be subject to negative publicity. Since companies are investing gigantic sums into buidling strong and positive associations around their brands it is of great economic interest to have a better understanding how negative publicity influence brand equity and what factors might moderate this effect. This thesis focuses on brand strength as a moderating factor of negative publicity. It also examines the moderating role of brand strength on the spill over effects of negative publicity on its category and finally the synergies between advertisement and negative publicity. The study shows that brand strength moderates the effect of negativ publicity. Strong brands might, under certain circumstances, even gain from being exposed to negative publicity.