Authors: Mr. Sanjay.J, Mr.Sanjay Kumar.N, Mrs.Jeya Padma Deepa.I
Abstract: Negative marketing is a strategic approach in which organisations intentionally criticise competitors, spotlight rival product limitations, or use provocative communication to shift consumer perception and secure market positioning. While these tactics are highly effective at cutting through the noise to differentiate a brand, they carry significant "double-edged sword" risks, including the potential for severe ethical backlash, long-term erosion of brand equity, and a breakdown of consumer trust. This research investigates the multi-dimensional impact of negative marketing on consumer attitudes, brand image, purchase intent, and industry competition. Using a mixed-methods approach, the study integrates quantitative data from consumer surveys with qualitative insights from in-depth interviews with industry experts and marketing practitioners. The analysis spans several key sectors, including FMCG, technology, and fashion, to provide a holistic view of the strategy's efficacy across different market dynamics. The core findings suggest that while negative marketing provides a measurable boost in brand visibility and short-term engagement, its long-term utility is often compromised. When campaigns are perceived as deceptive, mean-spirited, or unethical, they significantly diminish brand loyalty and can trigger retaliatory competitive cycles. Consequently, this study recommends that firms prioritise balanced marketing frameworks and ethical communication. By focusing on consumer-centric positioning rather than purely adversarial tactics, brands can achieve a more resilient and sustainable competitive advantage in an increasingly transparent global marketplace.
DOI: http://doi.org/10.5281/zenodo.20623139
