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In the context of celebrity endorsement, this study aims to demonstrate that the ways in which consumers adopt moral reasoning strategies (i.e. rationalization, decoupling and coupling) are largely dependent on the severity (i.e. high vs low) of celebrity transgressions and the degree to which they personally identify with the celebrity.

A between-subjects online experiment (N = 144) with two conditions, representing high- and low-severity celebrity transgressions, was conducted. Participants’ attitudes toward the celebrity and endorsed brand, their purchase intention for the endorsed product and the degrees to which they identified with the celebrity and adopted the three types of moral reasoning strategies were assessed.

The rationalization and decoupling strategies mediate the effects of highly negative information about a celebrity on consumer attitudes toward the celebrity and endorsed brand as well as on purchase intention for the endorsed product. In addition, consumers who identify strongly as fans of the celebrity in question are more likely to activate rationalization and decoupling strategies to process and evaluate transgressive behaviors than those with weaker fan identification.

By exploring the ways in which moral reasoning and fan identification work in processing negative information, this study provides insights into the psychological process through which negative news coverage of a celebrity endorser influences consumer attitudes and purchase intention.

Marketers and brand managers are subject to reputational crises when their endorsers are involved in scandals. To effectively manage such crises, it is imperative to understand (1) the underlying mechanisms through which consumers process negative information surrounding morally tainted endorsers, and (2) how these mechanisms affect consumer behavior in the context of athlete scandals.

Drawing on attribution theory and the moral reasoning strategy framework, we investigate the impact of attribution on moral reasoning strategies, and the impact of such strategies on consumers' responses to scandalized athletes and endorsements.

Overall, our results demonstrate that the same scandal can be evaluated differently, depending on its information, including the consensus, distinctiveness, and consistency of the scandal. The results of Study 1 show that in the context of an on-field scandal, individuals engage in a sequential cognitive process in which they go through attribution, the choice of a moral reasoning strategy, and ultimately a response. The results of Study 2 reveal that in the context of an off-field scandal, attribution directly influences consumers' responses.

We extend the existing literature on the moral reasoning of athlete scandals by suggesting that attribution is a determinant of moral reasoning choice in the context of on-field scandals. We also extend the sports marketing and consumer behavior literature by suggesting that consumers' diverse reactions to athlete scandals depend on their attribution patterns and moral reasoning choices.

This study aims to examine how consumers use a moral reasoning process to defend preferred celebrity and celebrity brand images and specifically, the processes for supporting the celebrity’s comeback after a transgression.

Study 1 measures consumers’ preference for celebrities and their support for them after a transgression and tests whether the celebrity’s image moderates consumers’ preference for celebrities and their support of them to come back. Study 2 examines the effect of the specific moral reasoning processes and tests whether it leads to different levels of support after a transgression, depending on the primed celebrity image.

Results show celebrity preference is positively related to consumer support of a celebrity’s return after a wrongdoing. This relationship is moderated by the celebrity’s image (Study 1). The authors find that a celebrity primed with a role model image receives more support for a comeback in the moral rationalization condition, whereas a celebrity primed with a bad boy image receives more support in the moral decoupling condition (Study 2).

First, in the empirical studies, using a pre-test, the authors chose transgressions that were unrelated to the celebrities’ profession and that had an intermediate level of severity. Moreover, these transgressions were manipulated using information about fictitious celebrities to control for pre-existing respondents’ differences on information or biases about them and confounding characteristics between identified celebrities. Despite the control benefits, the disadvantage of this approach could be that respondents’ involvement with the celebrities may be generally lower as compared to studies that use known celebrities (Fong and Wyer, 2012). The involvement or attachment with known celebrities by respondents may be a factor that determines the power of a specific human brand. By using fictitious celebrities, the effects related to human brands may have been bounded or based more on celebrity archetypes. Another limitation is that both Studies 1 and 2 collected data using an online panel. To make the results more generalizable, the authors can contemplate on-site experimental designs or a qualitative approach in future research. The latter may also facilitate the use of known human brands to understand how they interact with other mediating factors without having to worry about control of confounds between respondents. Finally, there is a potential inflation of moral sensitivity stemming from measuring moral reasoning in Study 1 after informing participants about a celebrity transgression. While the authors followed other studies in this procedure, for the effects related to measuring across different image groups this would be less critical, as all participants would be affected in a similar way. However, there remains the possibility that the inflation bias could be higher for one celebrity type and could be a limitation or even a topic considered for future research that delves into specific relationships between celebrity image type and morality judgment bias.

The results of this study have managerial implications for the various stakeholders involved. First, for celebrities, especially role models, living up to expectations congruent to the performances and brand images that they have developed is important. This will necessitate them to manage their consumers’ expectations, and perhaps, suggest that they do not create unrealistically high ones. Although consumer expectations have not often taken center stage as a theoretical issue in recent consumer research, they may still be important for consumers’ evaluations and choices (Howard and Sheth, 1969). In addition, this study offers implications for public relations agencies or management companies that promote and manage celebrities. Although consumers in many countries have a higher preference for celebrities with a role model image, the authors see that being such a human brand can be potentially counterproductive amid scandals. If the level of supporters’ commitment for a celebrity is high and the attachment relationship is strong, then constructing a diverse and flexible image spectrum may be more advantageous in the long term than adhering to just the role model image. In the event that a misbehavior has occurred, celebrities, to the extent that they can identify their brand image, need to assess more precisely the type of moral judgment and support they are likely or unlikely to receive after the transgressions. Based on that analysis, the misbehaving celebrities may have to adjust the rehabilitation period or act of redemption. Finally, the conventional wisdom used by advertising agencies or corporations that the bad boy image of celebrities is more vulnerable to a negative event, needs to be reconsidered (Aaker et al., 2004). This rethinking is aligned with other past research that have also argued that transgressions do not necessarily have an adverse impact on associated brands (Lee and Kwak, 2016). Thus, when advertising agencies use celebrities, they must consider the congruence between the human brand image and the company and review the source and depth of the reasons why supporters like celebrities using a broader perspective.

Although consumers in many countries have a higher preference for celebrities with a role model image, the authors see that being such a human brand can be potentially counterproductive amid scandals. For them constructing a diverse and flexible image spectrum may be more advantageous in the long term than adhering to just the unrealistic role model image. Celebrities need to assess more precisely the type of moral judgment and support they are likely or unlikely to receive after the transgressions. Based on that analysis, the misbehaving celebrities may have to adjust the rehabilitation period or act of societal redemption.

The study makes three key contributions by combining celebrity image and moral psychology to assess how consumers pass moral judgment on celebrities who transgress according to different image types, examining the mediation effect of moral reasoning in the relationship between consumer preferences for a celebrity and their support for them after transgressions and looking at consumer support for a comeback of the transgressing celebrity as the dependent variable and not just the effects of the immediate fallout. The value of this study, therefore, lies in understanding the specific dynamics between consumer preference, celebrity image, moral reasoning processes and consumer support to accept a celebrity’s return after a transgression.

The purpose of this paper is to theoretically explain the significance of discourse for the construction of the legitimacy of place marketing practice, and to illustrate empirically how this is done in a “genre of strategy”.

The paper applies a critical discourse analysis perspective, and utilises a theoretical framework of four legitimation strategies of authorisation, moral evaluation, rationalisation and mythopoesis to analyse how the legitimacy of a place marketing project carried out in the region of North Karelia, Finland, is discursively constructed within strategic documents of the project.

Several discursive legitimation strategies were recognised. The authority of the project was constructed by referring to the organisational context of the project, while rational and moral legitimation strategies drew from hegemonic discourses of regional competitiveness, attractiveness and cooperation. These discourses were further connected to discussions of contemporary regional development in Finland and in Europe.

While the paper underlines the significance of the “genre of strategy” for the discursive legitimation of place marketing projects, it points out that it does not extend to cover the reception or change over time of the legitimation strategies, that should be addressed in further studies.

The paper presents an original perspective on legitimacy of place marketing projects by introducing discourse as a central element in the construction of legitimacy. This is especially useful for critical purposes, as it allows the discourses that legitimise place marketing practice to be placed under scrutiny, hence opening up the possibility for alternative discourses to emerge.

The Social Return on Investment (SROI) framework has been developed for mapping and measuring social impact. It may be used for legitimating organisations and projects. The framework is often criticised for its overemphasis of the SROI ratio, i.e. the relationship between monetised benefits and costs. This study aims to demonstrate how the SROI method legitimates organisations or projects with multiple other discursive ways besides the SROI ratio. It also discusses the status of these other ways of legitimation in relation to the quantifying and monetising core tendency of SROI.

The empirical data consist of an SROI guidebook and 12 SROI reports. Their study applies Theo van Leeuwen’s ideas for analysing the discursive legitimation of social practices. The study takes place broadly in the framework of Norman Fairclough’s critical discourse analysis, aided by qualitative content analysis.

In the analysis, the full spectrum of the van Leeuwenian legitimation means used by SROI – authorisation, rationalisation, moral evaluation and mythopoetical narration – is brought out in the data and the status and social context of the legitimation means are assessed and discussed. It is shown that there is existing potential for broader and more visible use of different legitimation means.

Based on the findings of the study, suggestions for the improvement of SROI reporting by a more balanced explicit use of the multitude of legitimation means are presented.

The study is original both in its subject (the spectrum of legitimation in SROI) and its method (qualitative discursive and contentual analysis of SROI as a legitimating discourse).

The alienation of megaproject environmental responsibility (MER) behavior is destructive, but its mechanism has not been clearly depicted. Based on fraud triangle theory and the fuzzy set qualitative comparative analysis (fsQCA) method, this study explored the combined effect of antecedent factors on alienation of MER behavior.

Based on the fraud triangle theory and literature review, eight influencing factors associated with the alienation of MER behavior were first identified. Subsequently, the fuzzy-set qualitative comparative analysis was used in this study to reveal configurations influencing alienation of MER behavior.

The study found nine configurations of MER behavioral alienation antecedent factors, integrated into three types of driving modes, i.e. “economic pressure + learning effect,” “institutional defect + moral rejection,” and “information asymmetry + economic pressure + expectation pressure.”

By analyzing the configuration effects of various induced conditions, this study puts forward a comprehensive analysis framework to solve the alienation of MER behavior in the megaprojects and a practical strategy to control alienation of MER behavior.

The goal of this paper is to provide insight into how global social responsibility is performed through economic, mental and even physical investment and engagement by consumers and organisations.

An illustrative analysis from the corporate website and blogs of an ethical organisation is undertaken. The analytical approach is communicative and inspired by discourse and legitimation studies and more particularly based on the framework of legitimation in discourse and communication developed by Theo van Leeuwen.

The paper claims that new forms of value creation and a new relational logic of ethics – a so-called “logic of matter” – are emerging. From the three types of relational logic of matter ethics – an ethics of care, an ethics of reversibility and an ethics of activism – the ethics of activism plays the most important role in our material.

The analytical examples presented in this paper demonstrate how the new relational ethics seem to transcend the dichotomy of self-interest and the interests of the other.

The paper provides insights into understanding how new forms of relational and reversible relationships are constructed.

To the authors' knowledge, similar studies on the emergence of new relational studies in light of the new economy have not previously been undertaken.

This study aims to examine the role of face consciousness, materialism and risk of embarrassment in determining consumer purchase intention toward counterfeit luxury brand. In addition, the authors explore boundary conditions of these relationships.

Study 1, a survey research (N = 321), examines the mediating role of risk of embarrassment between face consciousness on the purchase intention toward luxury counterfeits. Study 2 (N = 345), an experimental study, examines the moderating role of brand prominence of counterfeit (i.e. whether it contains prominent brand signals). Study 3 (N = 315) explores how the above-mentioned relationships are moderated by consumers’ moral rationalization (i.e. whether consumers seek rationalization when behaving unethically).

First, this research shows that risk of embarrassment mediates the negative relationship between face consciousness and Chinese consumers’ purchase intention toward luxury counterfeits, whereas this relationship was not found between materialism and counterfeit purchase intentions. Second, this negative mediating effect holds only when the counterfeit brand is highly prominent. Third, the mediating effect depends on consumers’ moral rationalization, with a positive impact on the purchase intention toward luxury counterfeits, regardless of brand prominence.

This study represents a preliminary inquiry into the dynamics between face consciousness and materialism in influencing Chinese consumers’ purchase intention toward counterfeit luxury products. Unlike their Western counterparts, whose materialistic views of possessions predict their counterfeit luxury consumption (Davidson et al., 2019), Chinese consumers are more likely to be driven by the social implications of counterfeit luxury to communicate a prestigious social image to others on account of genuine luxuries’ high social recognition.

While Chinese consumers are one of the most potent global luxury buyers, they are immersed in the world’s biggest counterfeit luxury market. By digging into the core value of Chinese consumers (i.e. face consciousness), this research provides a number of managerial implications for luxury goods companies to engage in international efforts to educate consumers against counterfeit luxury.

This study makes at least three contributions to the counterfeit consumption literature. First, this study represents a preliminary inquiry into the dynamics between face consciousness and materialism in influencing Chinese consumers’ purchase intention toward counterfeit luxury products. Second, this research identified the complex mechanism of face consciousness as an independent variable on consumers’ purchase intention toward luxury counterfeits. Finally, the authors examined the boundary conditions of brand prominence and consumers’ moral rationalization. The findings may help luxury brand managers identify strategies to discourage counterfeit consumption.

The purpose of this paper is to use Kierkegaard’s life-views (aesthetical, ethicist and religious life-views) for better understanding the way fraudsters are dealing with their ontic-existentiell guilt, while developing rationalization tactics.

Rationalization tactics make possible to neutralize moral discomfort about fraudulent practices. Endorsing Kierkegaard life-views actually unveils three basic patterns fraudsters could agree with (consciously or not): the focus for individualization processes, the ontic-existentiell quest and the attitude towards guilt. Each Kierkegaardian life-view has deepened this threefold pattern in a very different way.

The aesthetician life-view is so emphasizing immediacy and pleasure that it strengthens an amoral perspective. Fraudsters could easily adopt such life-view. The ethicist is so basically concerned with morality (distinction between good and evil) that he/she cannot consciously favour fraudulent practices. At best, fraudsters may be “would-be ethicists”. As long as they are unable to feel repentance, fraudsters will not be able to fully embrace the religious life-view. At best, they may be “would-be religious”.

The way Kierkegaard’s life-views could put light on fraudsters’ rationalization tactics has not been empirically assessed. Empirical studies that would be focussed on such topics should deepen the relevance and meaning of fraudsters’ psychological, sociological, cultural and religious/spiritual traits.

The paper analyzes to what extent fraudsters could feel psychological guilt, as well as ontic-existentiell guilt, as it is grounded on ontological-existential guilt (guilt as an ontological category). Taking Kierkegaard’s life-views as reference pattern, it presents the implications of being oriented towards immediacy/pleasure (avoiding guilt, at any cost), towards freedom (being aware of one’s guilt) or towards the infinite (being fully aware of one’s guilt).