In an era marked by the increasing frequency of brand crises, companies must navigate a complex array of challenges. This study investigates how consumer emotions shape their behaviors in response to such crises, with a focus on reputation crises and product damage. The objective of this research is to analyze the psychological mechanisms underlying consumer reactions, particularly the behaviors associated with coping strategies. To achieve this, we developed an integrative model that evaluates the impact of crisis-triggering contexts—specifically, the type of crisis and its historical background—on consumers’ affective, motivational, and behavioral responses, as well as their purchase intentions. The findings reveal significant structural relationships and underscore the moderating effect of consumer perceptions of crisis response strategies on the relationship between revenge desires and purchase intentions. This research contributes to the existing literature by broadening the understanding of revenge within the context of brand crises, an area that has predominantly been examined in relation to service failures. Additionally, the managerial implications of these findings are discussed, offering actionable recommendations for enhancing crisis management practices within organizations.