I think there's a broad conception that businesses exist not just as a vehicle to earn money for their owners, but as a component of society at some scale. That a store is not merely a collection of goods, but a cultural touchstone, as the stores we visit and the goods we consume are the majority of our culture. As those goods vanish or are perverted, or as those stores shutter or become something different, there is a sense of grief and betrayal -- of a member of the community going away or breaking our trust. This doesn't align with any reasonable view of a collection of shares reflecting ownership components of a company selling overpriced soap. But I think this view of the world, of large corporations as society fixtures, explains why so many corporations are expected to "behave well", and why people are mad when they don't.
