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 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 27 Issue: 2
  • Publication Date: 2018
  • Doi Number: 10.1108/jpbm-01-2017-1388
  • Title of Journal : JOURNAL OF PRODUCT AND BRAND MANAGEMENT
  • Page Numbers: pp.221-234

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.