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

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 misconduct, 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.