Abstract: Due to the Covid-19 pandemic, brand crises erupt more frequently, and consumer retaliation behavior to negative brand events has become an important issue enterprises must deal with. This study, based on cognitive dissonance theory, explores the impact of CSR reputation and crisis types on consumer retaliation behavior from the perspective of consumer response to brand crises. The results show that CSR reputation exerts significant influence on consumer retaliation behavior:positive CSR reputation restrains consumer retaliation behavior. And brand crisis type has significant impact on consumer retaliation behavior:symbolic crisis situation is more likely to trigger consumer retaliation than functional crisis situation. Corporate social responsibility and brand crisis type have significant influence on each other. We conclude that enterprises should not only value their core products, but also put emphasis on corporate social responsibility investment, to avoid being regarded as hypocritical and immoral enterprises by consumers.

Key words: the Covid-19, CSR reputation, brand crisis management, consumer retaliation behavior, cognitive dissonance