Connected consumers' responses to negative brand actions: The roles of transgression self-relevance and domain

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Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “In other words, inferring that the brand has intentionally misled them (Parmentier & Fischer, 2015), exploited them (Sayin & GürhanCanli, 2015), violated fairness-related relational norms (Grégoire & Fisher, 2008), behaved in a highly unethical way (Schmalz & Orth, 2012; Trump, 2014) or shown disloy”
Business ethics, corporate social responsibility, and brand attitudes: An exploratory study (2019, background): “Brand misconduct research focuses on negative brand actions (Trump, 2014).”