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Although scholars have devoted considerable effort to researching socially irresponsible decisions made by brands, there is no comprehensive interdisciplinary review of the relevant literature to comprehend consumers' heterogeneous reactions towards alleged brands. The purpose of this study was to conduct a systematic literature review to (1) identify the consumer response variables examined in the literature on socially irresponsible brand behavior, (2) classify antecedents to consumer responses examined in the literature into personal, brand, and market factors, (3) identify research gaps, and (4) provide future research recommendations.

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Nov 9th, 12:00 AM

Consumer Reactions to Socially Irresponsible Brand Behavior: A Systematic Literature Review

Although scholars have devoted considerable effort to researching socially irresponsible decisions made by brands, there is no comprehensive interdisciplinary review of the relevant literature to comprehend consumers' heterogeneous reactions towards alleged brands. The purpose of this study was to conduct a systematic literature review to (1) identify the consumer response variables examined in the literature on socially irresponsible brand behavior, (2) classify antecedents to consumer responses examined in the literature into personal, brand, and market factors, (3) identify research gaps, and (4) provide future research recommendations.

 

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