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

Simona Romani; Silvia Grappi; Lia Zarantonello; Richard P.  Bagozzi

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

Simona Romani, Silvia Grappi, Lia Zarantonello, Richard P. Bagozzi

Research output: Contribution to journal › Article › peer-review

Abstract

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

Original language	English
Pages (from-to)	658-672
Journal	Journal of Brand Management
Volume	22
Issue number	8
Publication status	Published - 2015

Keywords

Anti-brand
Moral violations
Feelings of hate
Empathy

Cite this

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title = "The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism",

abstract = "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",

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journal = "Journal of Brand Management",

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T1 - The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism

AU - Romani, Simona

AU - Grappi, Silvia

AU - Zarantonello, Lia

AU - Bagozzi, Richard P.

PY - 2015

Y1 - 2015

N2 - 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

AB - 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

KW - Anti-brand

KW - Moral violations

KW - Feelings of hate

KW - Empathy

M3 - Article

SN - 1350-231X

VL - 22

SP - 658

EP - 672

JO - Journal of Brand Management

JF - Journal of Brand Management

IS - 8

ER -