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).



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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