Brand crises and social disapproval: the moderating effects of crisis type and salience of media coverage

Purpose This paper aims to investigate the relationship between brand crises and social disapproval, along with the moderating effects of crisis type and salience of media coverage. Design/methodology/approach The authors collected newspaper articles on well-known Chinese brands. Brand crises, social disapproval, and moderating variables were measured using a systematic coding approach. In the empirical study, the authors combined the coded variables with variables derived from other secondary data. They then conducted panel data regression to test hypotheses. Findings The findings reveal that brand crises have a significantly positive effect on social disapproval. This effect is weaker for performance-based crises (versus value-based crises) and stronger when the salience of media coverage is higher. Research limitations/implications Future research is encouraged to extend the analysis to smaller or less prominent brands and to examine cross-cultural differences. It is also encouraged to examine the long-term and potentially positive impacts of brand crises using longitudinal or mixed-methods research designs. Practical implications This study offers practical insights for managers, helping them to proactively manage social perceptions and tailor crisis strategies that emphasize moral accountability while also addressing media salience. Social implications Policymakers should strengthen ethical guidance and media governance to safeguard company legitimacy and reduce the risk of value-based crises. Originality/value This study advances prior research by clarifying the concept of brand crises, exploring how brand crises trigger social disapproval, and identifying key boundary conditions.