When companies get caught: The effect of consumers discovering undesirable firm engagement online

Colin Campbell, Niall Piercy, Daniel Heinrich

Research output: Contribution to journalArticleResearchpeer-review

6 Citations (Scopus)


We report on the findings of an exploratory set of experiments designed to test the effect of negative firm actions online. Findings point to firms suffering a loss of consumer attitude toward the brand when legal action is threatened against the creator of a consumer generator advertisement. Similarly, consumers also lowered their attitude toward a brand when confronted with information suggesting that a brand was linked to secretly posting consumer advertisements online. Implications for academics and brand managers are discussed.
Original languageEnglish
Pages (from-to)120 - 126
Number of pages7
JournalJournal of Public Affairs
Issue number2
Publication statusPublished - 2012

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