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, sa.2, ss.221-234, 2018 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 27 Sayı: 2
  • Basım Tarihi: 2018
  • Doi Numarası: 10.1108/jpbm-01-2017-1388
  • Dergi Adı: JOURNAL OF PRODUCT AND BRAND MANAGEMENT
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.221-234
  • İstanbul Teknik Üniversitesi Adresli: Evet

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.