... brands and their intention to purchase domestic brands through evoking anger toward the foreign brands. Moreover, the detrimental impact of perceived unfairness is found to be stronger when consumers' prior relationship quality is high. Originality/value To the best of the authors’ knowledge...

...Billy Sung; Jennifer Yih Purpose The purpose of this paper is to examine the predictive power of anger and its associated appraisal dimensions of consumer responses to two different public relations incidents. Design/methodology/approach A natural quasi-experiment was conducted within a month...