The DOI matches its Crossref record; 6 of the 6 references it cites were found in a registry or an index.
The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism
Open accessAbstract
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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“This supports research that show that moral-related crises trigger more intense and extreme stakeholder reactions, as intentions to harm are sufficient to elicit strong negative emotions and a desire for punishment (Romani et al., 2013;Romani et al., 2015;Lim & Shim, 2019;Lindebaum & Geddes, 2015.”
From Distinguishing Moral Outrage and Empathetic Anger: Advancing the Triadic Appraisal Framework of Situational Crisis Communication Theory (2026) · cites this paper as Romani et al., 2015
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Citations
Cites
Measuring individual differences in empathy: Evidence for a multidimensional approach.
Davis, M. H. (1983) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.44.1.113 · Cited by 10,272
Rammstedt, B., & John, O. P. (2007) · Journal of Research in Personality · doi:10.1016/j.jrp.2006.02.001 · Cited by 4,244
Emotion knowledge: further exploration of a prototype approach
Shaver, P., Schwartz, J., Kirson, D., & O'Connor, C. (1987) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.52.6.1061 · Cited by 3,072
The relation of empathy to prosocial and related behaviors
Eisenberg, N., & Miller, P. A. (1987) · Psychological Bulletin · doi:10.1037/0033-2909.101.1.91 · Cited by 2,672
Emotion, regulation, and moral development
Eisenberg, N. (2000) · Annual Review of Psychology · doi:10.1146/annurev.psych.51.1.665 · Cited by 2,422
The moral emotions: A social–functionalist account of anger, disgust, and contempt.
Hutcherson, C. A., & Gross, J. J. (2011) · Journal of Personality and Social Psychology · doi:10.1037/a0022408 · Cited by 609
Cited by
Niu, R., Eng, N., & Jin, Y. (2026) · Journal of Public Relations Research · doi:10.1080/1062726x.2026.2667179 · Cited by 2
Metadata
- Authors
- Romani, S., Grappi, S., Zarantonello, L., & Bagozzi, R. P.
- Venue
- Journal of Brand Management
- Published
- 2015-10
- Volume
- 22
- Issue
- 8
- Pages
- 658-672
- ISSN
- 1350-231X (ISSN-L)
- 1479-1803
- OpenAlex
- W1853339653
- Cited by
- 256
- References
- 6
- FWCI
- 11.65
- Type
- journal article
- Language
- en
- Open access
- green
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- Romani, S., Grappi, S., Zarantonello, L., & Bagozzi, R. P. (2015). The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism. Journal of Brand Management. https://doi.org/10.1057/bm.2015.38
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
