... into consumers’ immediate emotional and coping responses. Design/methodology/approach This study builds on brand transgression research and extends it by integrating literature on consumer–brand relationships and online environment characteristics. Twenty-one semi-structured interviews with digital natives...

... Avoidance Revenge Coping Brand betrayal Brand fallaciousness Narcissism Research that focuses on the dark side of the consumer–brand relationships is gaining more importance (Salvatori, 2007). In particular, recent studies have examined the negative aspects of those relationships...