Purpose Consumers are increasingly using review sites to exchange product information, whereas companies attempt to maintain control of brand-related communications. One method marketers may take to retain control is to remove negative opinions about the brand. This paper aims to examine the impact on consumer’s brand perceptions when negative reviews are censored. Design/methodology/approach Two experimental studies were conducted to assess whether censorship of a negative online review, in the form of removal by the company, weakens brand relationship quality (BRQ) dimensions. Findings The results show that censoring negative online reviews has a damaging effect on BRQ. Additionally, the findings indicate that a brand may not be able to increase BRQ when a negative review has been posted, however strategic measures can be taken to diminish the potentially harmful impact. Originality/value As many brands still do not adequately understand how to handle negative online reviews, this research offers valuable implications in furthering the examination of negative electronic word-of-mouth and ways to diminish its harmful effects. Additionally, while substantial research focuses on the positive consequences of brand relationships, this research answers calls to examine the negative impacts to BRQ.

SESSION ABSTRACTBranding is one of the essential pillars of marketing, but not everything that brands represent is positive. Indeed, a considerable amount of brand-related activities takes place in the shadowy periphery of society. The purpose of this special session is to explore these darker sides of brands and branding, and to spotlight a future research agenda related to two distinct yet interrelated trendsbrands embracing the shadows and the shadows embracing branding. Brand researchers and managers recognize brands as complex, multi-faceted entities that possess 'good ' and 'ugly' qualities (Fitzsimons 2015)