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


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

JOURNAL OF PRODUCT AND BRAND MANAGEMENT, cilt.27, ss.221-234, 2018 (SSCI İndekslerine Giren Dergi) identifier identifier

  • Cilt numarası: 27 Konu: 2
  • Basım Tarihi: 2018
  • Doi Numarası: 10.1108/jpbm-01-2017-1388
  • Dergi Adı: JOURNAL OF PRODUCT AND BRAND MANAGEMENT
  • Sayfa Sayıları: ss.221-234

Özet

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.