... firestorm Brand attack Prosocial behaviour Civic engagement Narcissism Brand misconduct Severity Proximity Outrage Moral inequity Closeness Brand misconduct appraisals Twitterstorm With the advent of social media, where information related to brands is accessed, shared, transformed...

... co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers. Design/methodology/approach A 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception...