Brand scandals are an area within the literature of economics that is constantly relevant as there are continuous scandals that brands are affected by. Previous studies have explored this area, however there is a research gap in the literature that had yet not been addressed. Therefore, this study aims to increase the understanding of how consumers' relationships with a brand influences their perceptions and reactions to brand scandals. The gap in the research is applicable and relevant regardless of time because it identifies and generates a deeper understanding of the consumer's needs as well as behaviors.

Significant patterns and themes have been identified in consumer reactions to brand scandal situations. These patterns and themes are developed through qualitative research methods to gain a deeper understanding of the consumer's feelings and reactions. The results of the studies have shown that consumers with a strong emotional connection to a brand are prone to react more when a scandal occurs. This intensified reaction is associated with the deeper relationship that these consumers have with the brand due to invested emotions, resources, and time. The scandal may be perceived as a betrayal and consumers with a closer attachment to the brand have a tendency of distancing themselves from the brand after they have acted unethically. Through this study, decision-making units and managers can form effective strategies to minimize the consequences that may arise after brand scandals.