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

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Copy For Citation

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

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

• Publication Type: Article / Article
• Volume: 27 Issue: 2
• Publication Date: 2018
• Doi Number: 10.1108/jpbm-01-2017-1388
• Journal Name: JOURNAL OF PRODUCT AND BRAND MANAGEMENT
• Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
• Page Numbers: pp.221-234
• Istanbul Technical University Affiliated: Yes

Abstract

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.