Disclosure of unethical and/or fraudulent practices of brands on the consumer. Revolt or passive collaboration? 

How might the relationship between the brands and its consumer affect the reactions of those last ones after negative information is disclosed? A process about the reactions of different types of consumers linked to different levels of brand associations linked to the brand equity will be presented. We will then analyse different negative and relevant cases about brands on their consumers. The hedonic and utilitarian characteristics of a brand will be analysed as being decisive in the reaction of the consumers after the disclosure of a negative case linked to the brand.