Today Companies are getting desperate to grab the attention of consumers. Competition has forced both marketers and companies to seek new unconventional ways to get their message across to their audience. The innumerous bombardment of information with regard to any product or services has made...

Firms change over time. Which changes are so damaging that consumers believe the firm’s very identity ceases to exist? We explored this question using Twitter data and eight experiments involving nearly 3,000 subjects. Consumers judged that moral deteriorations were particularly disruptive to...