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 journalArticlepeer-review


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 languageEnglish
Pages (from-to)658-672
JournalJournal of Brand Management
Issue number8
Publication statusPublished - 2015


  • Anti-brand
  • Moral violations
  • Feelings of hate
  • Empathy

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