Background: Social media changed the way of communication between brands and consumers and further enables people to become famous and create their own celebrity brand. Hence, celebrity brands are a new phenomenon, rarely studied by past research but becoming more important in the context of consumer-brand-relationships. Those relationships are similar to interpersonal ones, which are also highly affected by emotions. Negative emotions are perceived to have a higher impact on the relationship and are reflected in consumer behavior, for example, in avoiding the brand.

Purpose: Besides the behavioral outcomes of negative emotions toward celebrity brands, the study strives to examine the reasons for negative emotions. Additionally, the purpose of the study is to investigate possible neutralization actions that celebrity brands can undertake to alleviate the negative emotions of consumers.

Method: The study followed an exploratory research design. The qualitative data collection was done by conducting semi-structured interviews. Participants were selected based on the criterion of having negative emotions toward a celebrity brand and using social media. In total, 16 interviews were conducted.

Conclusion: Negative emotions were either elicited by characteristics or behaviors of the celebrity. Whereas characteristics, e.g. attractiveness, are difficult to influence for celebrities, unfavorable behaviors, e.g. greed and violence, that trigger negative consumer emotions are preventable by the celebrities. The consumers start avoiding, unfollowing, and spreading negative word-of-mouth about the celebrity if they feel negatively toward the brand. To neutralize negative emotions, the celebrity brands are recommended to engage in building authenticity, trust, acceptance, attachment, and adding value to society. However, due to the consumers unfollowing the celebrity, the biggest challenge for celebrity brands is to address neutralization actions in a noticeable way for consumers.