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It has become commonplace for consumers to judge companies against social responsibility criteria. Along with such judgments, many consumers are also taking up action, often using the Internet to virally spread their views. Such consumer‐led campaigns can put at risk years of investments in branding. For firms understanding what drives consumers to engage in boycotts is key to minimizing exposure...
We report on the findings of an exploratory set of experiments designed to test the effect of negative firm actions online. Findings point to firms suffering a loss of consumer attitude toward the brand when legal action is threatened against the creator of a consumer generator advertisement. Similarly, consumers also lowered their attitude toward a brand when confronted with information suggesting...
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