The impact of negative online worth of marketing on brand equity and brand credibility

The aim of this study is to investigate the differences between consumers' perception of brand equity and brand credibility before online word-of-mouth marketing and perception of brand equity and brand credibility after negative online word-of-mouth marketing. The study, which was carried out according to the one-group pre-test-post-test experimental design, which is one of the quantitative research methods, was applied to 351 participants, who were a customer of a local shopping mall in Karabuk. As a result of the analysis of the data obtained from the participants, it was seen that the perception of brand equity and brand credibility before negative online word-of-mouth marketing was higher than the values measured after negative online word-of-mouth marketing. Therefore, it can be said that negative online word-of-mouth marketing negatively affects brand equity and brand credibility.