JAK UŻYTKOWNICY INTERNETU WYKLUCZAJĄ MARKI I DLACZEGO OSTRACYZM TO KARA NIE TYLKO PSYCHOLOGICZNA?
HOW DO INTERNET USERS EXCLUDE BRANDS AND WHY IS OSTRACISM NOT ONLY A PSYCHOLOGICAL PUNISHMENT?

Summary/Abstract: The article deals with the issue of brands’ reactions to image crises, resulting from incompetent or inconsistent with the recipients’ expectations of reactions to ideological and geopolitical problems. Starting from a single case study, the author tries to show how consumers exclude brands when they do not respect the value system accepted by their customers. Thus, ostracism becomes not only a psychological punishment, but also a tool to discipline brands.

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