This study will explore the impact of negative electronic word-of-mouth (eWOM) on consumer attitudes and purchase intentions during the crisis of luxury brands. The main case study of the research is the Balenciaga advertising crisis of 2022. Under the framework of the qualitative research procedures, including focus group conversations and case study analysis, this paper explores the impacts of negative eWOM in fueling moral anger, by spreading virally through social media, and on consumer loyalty. The findings indicate that brand loyalty can partially defend against negative publicity, yet that a moral transgression can readily breach that defense, and that loyal customers become vocal critics. The research is relevant to the comprehension of brand immunity in crisis communication and offers management implications to luxury brands to control online image and customer confidence.