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Although it is typical for consumers to be exposed to multiple instances of negative publicity about a brand, existing research has focused on consumers’ reactions to one-time negative publicity instances. Given the important role of self-brand connection in consumers’ reactions to negative brand-related information, the current study investigates how consumers with different self-brand connection levels react to multiple instances of negative publicity in a single domain; which refers to the areas of a firm’s policies and actions, versus across different domains. Two experimental studies were conducted with U.S. adult participants to examine the interactive effect of self-brand connection and negative publicity domain similarity on consumers’ reactions. The results show that consumers with low self-brand connection, who are likely to perceive negative brand-related information very diagnostic, have less favorable reactions after exposure to multiple instances of negative publicity across different domains versus in the same domain. However, for consumers with high self-brand connection, who are likely to be defense motivated, there is not any significant difference in their reactions after exposure to multiple instances of negative publicity across different domains versus in a single domain. Additionally, this research shows that perceived responsibility assigned to the brand derives the observed results.

Multiple instances of negative publicity: the role of publicity domain similarity