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

Share Proceeding

Featured papers

See More


K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude

Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China

Read More


Time-insensitive Budget Tracking: Nudging Consumers to Spread out Spending over Time

Liang Huang, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA

Read More


B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.

Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.