Corporate brand transgression and punishing the transgressor: moderation of religious orientation

Karaosmanoğlu E., Işıksal D. G., Altinigne N.

JOURNAL OF PRODUCT AND BRAND MANAGEMENT, vol.27, no.2, pp.221-234, 2018 (SSCI) identifier identifier


Purpose - With the aim of developing a better understanding of why some consumers still excuse corporate brands that engage in transgressions, this study tests whether extrinsically religious people tolerate corporate brands more than intrinsically religious individuals at different transgression levels (severe and mild) and punish them less than the latter.