Consumers’ Responses to Public Figures’ Transgression: Moral Reasoning Strategies and Implications for Endorsed Brands
Public figures’ transgressions attract considerable media attention and public interest. However, little is understood about the impact of celebrity endorsers’ transgressions on associated brands. Drawing on research on moral reasoning, we posit that consumers are not always motivated to separate ju...
| Authors: | ; |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer
2016
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| In: |
Journal of business ethics
Year: 2016, Volume: 137, Issue: 1, Pages: 101-113 |
| Further subjects: | B
Transgression
B Sports marketing B Endorsement marketing B Moral Reasoning B Moral judgments |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |