These articles shed some light on how consumers perceive and react to brand

negativity, as well as how companies can deal with such consumer responses. They provide

conceptual and operational tools that can be used to assess consumer negative responses towards

brands. Key learnings from these articles, which are based on a variety of qualitative and

quantitative research methods, represent an important step forward for better understanding

consumer negativity towards brands – although this topic should remain an important object of

investigation for future research.