Abstract:
Corporate brands are increasingly expected to take a stand on controversial issues. In a polarised and digitalised world, this can lead to online firestorms which may in turn have negative impacts on brands. In order to navigate such crises, a better understanding of the determinants of stakeholder reactions in brand activism firestorms is important. Against this backdrop, this paper examines how the Big Five personality traits influence moral emotions and behavioural intentions, specifically responses towards the corporate brand and issue advocacy. A scenario-based survey using the example of a fictitious online firestorm on Instagram was conducted ( n = 178). Hypotheses were tested using multiple regression analyses and bootstrapping. The findings indicate that individuals who are open, extraverted, and agreeable tend to exhibit other-praising emotions and positive responses, thereby supporting the activist corporate brand in the context of firestorms. In contrast, individuals who are neurotic tend to display other-condemning emotions and negative responses. Overall, this study makes a contribution to the existing literature on the relationship between personality traits and stakeholder behaviour. The findings illustrate the role of the Big Five personality traits in shaping responses during brand activism crises. To the best of the authors' knowledge, this has yet to be considered in the context of existing research.