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Keywords: Outrage
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Journal Articles
Online firestorms: an act of civic engagement or a narcissistic boost? The role of brand misconduct appraisals
Available to Purchase
Journal of Product & Brand Management (2023) 32 (2): 257–272.
Published: 23 September 2022
...’ inherent concern for others and for ethical issues prompts them to punish a brand publicly, with the expectation that other individuals will follow and that the brand will feel compelled to react. Misconduct-related appraisal factors, such as severity, proximity, moral inequity and outrage, can amplify...
