The Impact of Cancel culture on Brand Recovery

Author

Dr. Md .Mazaharunnisa, Ms. Thontepu. Snikitha


Abstract

 Cancel cult Cancel culture, the collective withdrawal of consumer support through viral social media backlash, boycott calls, negative word-of-mouth, and media amplification, has become a serious threat to brand survival in the digital era. This study examines how the intensity of cancel culture affects brand recovery, measured through consumer forgiveness, repurchase intention, reputation restoration, and sales and brand equity rebound. It proposes a conceptual framework in which cancel culture intensity operates through three mediators: brand trust erosion, perceived brand authenticity, and brand image/reputation damage. The framework further positions crisis response strategy (apology, denial, corrective action, and response speed) and consumer and brand factors (prior brand equity, CSR reputation, consumer-brand identification, and perceived severity) as moderators that can strengthen or weaken these relationships. Four hypotheses are developed to test the direct and mediated paths, and a feedback loop between brand recovery and future cancel culture vulnerability is also considered. The study is expected to offer marketers evidence-based guidance for managing brand crises and to extend the brand crisis literature beyond its predominantly US/UK focus.

ure, the collective withdrawal of consumer support through viral social media backlash, boycott calls, negative word-of-mouth, and media amplification, has become a serious threat to brand survival in the digital era. This study examines how the intensity of cancel culture affects brand recovery, measured through consumer forgiveness, repurchase intention, reputation restoration, and sales and brand equity rebound. It proposes a conceptual framework in which cancel culture intensity operates through three mediators: brand trust erosion, perceived brand authenticity, and brand image/reputation damage. The framework further positions crisis response strategy (apology, denial, corrective action, and response speed) and consumer and brand factors (prior brand equity, CSR reputation, consumer-brand identification, and perceived severity) as moderators that can strengthen or weaken these relationships. Four hypotheses are developed to test the direct and mediated paths, and a feedback loop between brand recovery and future cancel culture vulnerability is also considered. The study is expected to offer marketers evidence-based guidance for managing brand crises and to extend the brand crisis literature beyond its predominantly US/UK focus.



Keywords

Cancel culture; Brand recovery; Brand trust erosion; Perceived brand authenticity; Brand reputation damage; Crisis response strategy; Consumer forgiveness; CSR reputation



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References


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