The Elaboration of Ethical Brand Crises on Social Media

Through a qualitative content analysis, we investigate the reaction of the social media audience to an ethical brand crisis. The emerging findings suggest that consumers engage in a consumer identity work adopting different strategies: they sublimate or minimize the crisis (defense) or show the ideological structure of marketing (criticism).


Stefano Pace, Matteo Corciolani, and Giacomo Gistri (2016) ,"The Elaboration of Ethical Brand Crises on Social Media", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 578-579.


Stefano Pace, Kedge Business School, France
Matteo Corciolani, Università di Pisa, Italy
Giacomo Gistri, Università di Macerata, Italy


NA - Advances in Consumer Research Volume 44 | 2016

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