International Journal of Scientific Research and Engineering Development

Brand equity is an important element that may determine consumer perception, preference, and loyalty towards a brand.Negative word of mouth has already become one of the most serious challenges facing the established brand in the modern digital era since consumers can share their views so fast via social media, on-line reviews, and direct conversation.This research paper under looks at the impact of negative word of mouth on brand equity of Samsung with particular emphasis on brand awareness, brand image, perceived quality, and brand loyalty.The study is descriptive and analytical research design and uses primary data as structured questionnaires based on Samsung users.The study was supported by the collection of secondary data using the journals, articles, and company reports.The data were analyzed through the help of statistical tools like percentages, correlation, and regression analysis. The results indicate that negative word of mouth can greatly negatively influence the Samsung brand image and its perceived quality thanks t in turn influences the customer loyalty and purchase intention. Nevertheless, the research also concludes that the negative word of mouth is alleviated with the assistance of strong brand reputation, innovation and after-sales service provided by Samsung. The paper concludes that complaint management, open communication, and active online involvement are the key measures that can be taken to decrease the effects of adverse word of mouth and ensure brand equity.

Dr.Poornima B, Mr.Vasanth V,"Effects of Negative word of Communication on Samsung Brand Equity" International Journal of Scientific Research and Engineering Development, V9(1): Page(1796-1803) Jan-Feb 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.