The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism

By Simona Romani, S. Grappi, L. Zarantonello, Richard P. Bagozzi. 2015

228 citations recorded by the source corpus.

Consumer anti-brand activism is explained through a specific theoretical model, tested in two studies with adult consumers. The presence of two mechanisms that interact with each other to instigate consumer anti-brand activism is demonstrated. Brands and their parent company moral misconducts, once learned and evaluated by consumers, induce hateful feelings that, in their turns, motivate consumers to adopt anti-brand behaviors. Second, the intensity of these feelings on anti-brand actions is hypothesized to be governed by the level of felt consumer empathy. The results provide scholars, managers and activists with means of improving their understanding and handling of anti-brand actions.

Subfields: Cognitive Neuroscience, Information Systems and Management, Marketing

View Paper: https://www.semanticscholar.org/paper/c2bef4afefa0af535e2cc220035aae698a2570c4

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Cognitive Neuroscience

1. Chunyan Xie
2. Richard P. Bagozzi
3. K. Naumann
4. J. Bowden
5. Mark Gabbott

In Information Systems and Management

1. Chunyan Xie
2. J. Bowden
3. Mark Gabbott
4. K. Naumann
5. Richard P. Bagozzi
6. Andrew R. Schrock
7. V. Venkatesh
8. Christian M. Ringle

In Marketing

1. Chunyan Xie
2. Richard P. Bagozzi
3. K. Naumann
4. J. Bowden
5. Mark Gabbott
6. Utpal M. Dholakia

Citations in the corpus

• Expanding customer engagement: the role of negative engagement, dual valences and contexts (2020, methodology): “The affective dimension was measured using Romani et al. (2013) scales on “anger” and “dislike”, the cognitive dimension was captured using Kottasz and Bennett’s (2014) “depth of processing” scales, and the behavioural dimension measured using Romani et al. (2015) “anti-brand activism” scale.”
• Consumer responses to corporate social irresponsibility: The role of moral emotions, evaluations, and social cognitions (2019, background): “Romani et al. (2015) found that consumer hate mediates the impact of brands and their parent companies’ moral misconduct on This article is protected by copyright.”