Does Negative Publicity Matter?
In some cases, a combination of market forces and demographics may mean that a brand image does not diminish with negative publicity. Los Angeles Lakers star Kobe Bryant, for example, has received plenty of negative press since he was charged with sexual assault (he maintains his innocence), yet Reibstein says that attendance at Lakers games has not declined. “To a degree, that may reflect the attitude of hard-core sports fans. They don’t see his outside life as relating to the selling point: his game. Plus, his guilt or innocence has not yet been determined.” The sheer level of customer demand also played a part in this case, according to Kathryn M. Olen who teaches Communication Design at the Fashion Institute of Technology in New York City. “Even if some people decided to snub the Lakers because of the Bryant controversy, they’re not likely to simply discard their tickets,” says Olen, who has a background in advertising. “They’ll probably give it to someone else; or another buyer wi
