This study investigated the effect of self-regulatory messages by brands held accountable for
causing public health concerns. With a brand's aim to enhance the brand's public image by …

As brand activism continues to move up the corporate agenda, a more comprehensive
understanding of its effects is needed. This paper contributes to the evolving research by …

This article investigates consumer reactions (punishing behavior) regarding corporate
brands that engage in various types of transgressions (mild vs. severe) through a scenario …

Luxury brands are increasingly using social media messages as their ads to consumers.
This paper investigates the impact of regulatory focus on brand attitudes after research …

Brands are increasingly embracing social activism and adopting positions on controversial
issues, prompting some consumers to react by making uncivil comments on social media …

• ObjectivesAccording to the theory of the relationship between the consumer and the brand,
this research aims to discover the mechanisms by which consumers approve, disapprove, or …

Brands increasingly take a stand on controversial sociopolitical topics–and receive
applause as well as severe backlash. Based on four clusters of moral emotions, this paper …

Brand misdeeds abound in the marketplace, but prior research indicates that having a
strong connection with a brand buffers consumers from adverse effects of brand …

Purpose The purpose of this paper is to explore the corporate social responsibility (CSR)
paradox, when a social campaign hurts the sponsoring brand even while raising concern for …

This study investigates the effect of message abstractness in construing brand activism
messages. Its primary objective is to compare the effect of abstract vs. concrete internal vs …