Fournier, S., & Eckhardt, G. M. (2019). Putting the Person Back in Person-Brands: Understanding and Managing the Two-Bodied Brand. Journal of Marketing Research, 56(4), 602–619.

Crisis arising from personal brands/person poor behavior in case of Martha Stewart, can also be used to explore authenticity

Huber, F., Vogel, J., & Meyer, F. (2009). When brands get branded. Marketing Theory, 9(1), 131–136.

What happens when users reframe brands in unethical terms

Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2016). When Hostile Consumers Wreak Havoc on Your Brand: The Phenomenon of Consumer Brand Sabotage. Journal of Marketing, 80(3), 25–41.

Consumer anger and backlash

Lund, N. F., Scarles, C., & Cohen, S. A. (2019). The Brand Value Continuum: Countering Co-destruction of Destination Branding in Social Media through Storytelling. Journal of Travel Research.

Managing user backlash

Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional Branding and the Strategic Value of the Doppelgänger Brand Image. Journal of Marketing, 70(1), 50–64.

Doppelganger branding, can be used earlier and in conjunction with Giesler 2012; X to G exampe too