<p>Moral harm brand crises occur when a brand’s conduct appears to violate prevailing social norms, eroding goodwill and threatening financial stability. Although scholarship on these value-driven breaches has expanded, findings remain scattered across disciplines and contexts, limiting their practical utility. This review integrates four decades of research by systematically analyzing seventy-four peer-reviewed articles using a multi-stage protocol that combines bibliometric mapping with qualitative coding to trace the field’s evolution and organize existing knowledge into a coherent framework. The synthesis identifies key antecedents, mediators, moderators, outcomes, and theories. Building on these insights, we formulate a set of research propositions that call for culturally inclusive studies, longitudinal designs and deeper investigation of social media amplification, emotional complexity, and industry-wide contagion. By clarifying the mechanisms through which ethical lapses escalate and by outlining a roadmap for theory development and managerial action, we hope to equip scholars and practitioners with resources that enable them to anticipate, mitigate, and learn from moral harm brand crises in an era of heightened stakeholder scrutiny.</p>