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1 – 10 of 361A. Lynn Matthews and Sarah S.F. Luebke
Moral transgressions committed by person-brands can negatively impact consumers through the transgression’s diagnosticity (severity, centrality and consistency). This paper aims…
Abstract
Purpose
Moral transgressions committed by person-brands can negatively impact consumers through the transgression’s diagnosticity (severity, centrality and consistency). This paper aims to test how a transgression’s centrality and consistency impact important consumer perceptions and behavioral intentions toward a person-brand, holding constant the transgression in question. These outcomes are crucial for person-brands to understand how to minimize and manage the impact of a given transgression.
Design/methodology/approach
This paper uses three online consumer experiments to manipulate transgression diagnosticity via centrality and consistency and identifies the resulting impact on consumer-brand identification, trustworthiness and consumer digital engagement intentions through PROCESS models.
Findings
High-diagnosticity transgressions lower consumer digital engagement intentions regarding the person-brand and their endorsed products. This effect is serially mediated by consumer-brand identification, as predicted by social identity theory, and by perceived trustworthiness of the person-brand.
Practical implications
Person-brands should emphasize the nondiagnostic nature of any transgressions in which they are involved, including a lack of centrality and consistency with their brand, and guard against the appearance of diagnostic transgressions.
Originality/value
This paper shows that transgression diagnosticity impacts consumer engagement through the pathway of consumer-brand identification and trustworthiness. It also manipulates aspects of diagnosticity that can be influenced by the person-brand (centrality and consistency) while holding the transgression constant. As such, this paper extends the literature on transgressions, on person-branding strategy, and on social identity theory.
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Jiaye Ge, Myung-Soo Jo and Emine Sarigollu
This study aims to examine how cultural tightness at the national level and individual level influences consumer attitudes toward a brand's wrongdoing depending on the brand's…
Abstract
Purpose
This study aims to examine how cultural tightness at the national level and individual level influences consumer attitudes toward a brand's wrongdoing depending on the brand's country of origin and severity of the transgression.
Design/methodology/approach
Employing data from two tight-culture countries (China and South Korea) and a loose-culture country (the USA), two experiments were conducted to examine the proposed hypotheses.
Findings
The authors found that although consumers across cultures universally punish strong (vs weak) transgressions more severely, consumers in a tight-culture country, China, are more forgiving of a local (vs foreign) brand in both strong and weak transgression conditions, and forgiveness is higher for the strong transgression. Moreover, this buffering effect observed for Chinese consumers is stronger for those with high personal cultural tightness in the strong transgression condition. However, it emerges only in the weak transgression condition for South Korea, another tight-culture country. As hypothesized, no buffering effect for a local brand was found in a loose-culture country, the USA. Consumers from a loose culture assess transgression severity independently, and the punishment is harsher for strong transgressions than for weak transgressions.
Originality/value
This study fills a research gap by revealing that consumers from tight (vs loose) cultures would react differently to brands following a transgression depending on the brand's country of origin. It provides implications by examining how national-level and individual-level cultural tightness jointly affect post-transgression attitudes. It also presents a more nuanced perspective that the local brand's buffering effect is contingent on the degree of tightness and severity of transgression, even in similar culturally tight countries.
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Felix Septianto, Nitika Garg and Nidhi Agrawal
A growing literature shows that (integral) emotions arising in response to firm transgressions may influence consumer punishment. However, incidental emotions (which are unrelated…
Abstract
Purpose
A growing literature shows that (integral) emotions arising in response to firm transgressions may influence consumer punishment. However, incidental emotions (which are unrelated to the decision at hand) can also be powerful drivers of consumer decision-making and could influence responses to firm transgressions. This paper aims to examine the role of incidental gratitude, as compared to incidental pride and a control condition, in shaping the acceptance of questionable consumer behavior toward a transgressing firm and the mediating role of self-righteousness in this regard.
Design/methodology/approach
Four experimental studies are conducted to examine the effect of gratitude, as compared to pride and a control condition, on the acceptance of questionable consumer behavior against a transgressing firm. Further, this research tests the underlying mechanism and a boundary condition of the predicted effect.
Findings
The results show that consumers experiencing gratitude, as compared to pride and a control condition, judge a questionable consumer behavior directed against a transgressing firm as less acceptable. These different emotion effects are found to be explained by self-righteousness. The findings also demonstrate that an apology by the firm attenuates the effect of emotions on consumer response toward the transgressing firm.
Research limitations/implications
The present research contributes to the literature on consumer punishment by identifying the role of incidental emotions in determining self-righteousness and ethical judgments. The research focuses on and contrasts the effects of two specific positive emotions – gratitude and pride.
Practical implications
This paper offers managerial implications for firms involved in a transgression by highlighting the potential of gratitude. Notably, the findings of this research suggest that gratitude activation via marketing communications may help firms mitigate the negative effects of transgression events.
Originality/value
The present research provides a novel perspective on when and how positive emotions, such as gratitude and pride, can differentially and systematically influence ethical judgment toward a transgressing firm.
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Yungchul Kim, Ting Hin Ho, Lay Peng Tan and Riza Casidy
Consumer forgiveness is an important concept in service failure and recovery research. To advance knowledge and develop future research agenda in this domain, this paper provides…
Abstract
Purpose
Consumer forgiveness is an important concept in service failure and recovery research. To advance knowledge and develop future research agenda in this domain, this paper provides a systematic review of the literature on factors influencing consumer forgiveness while adopting the customer journey perspective.
Design/methodology/approach
Using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, a systematic literature review (SLR) was conducted of 102 peer-reviewed journal articles, on factors influencing consumer forgiveness, published between January 2000 and December 2020.
Findings
The authors' analysis offers a detailed account of the factors influencing consumer forgiveness across the three stages of the service journey: pre-transgression, transgression and recovery. From the review, the authors identified significant gaps relating to the interactions between the relevant factors influencing forgiveness throughout the various stages of the consumer service journey. Based on the findings, the authors offer several research questions to help managers optimize customer forgiveness following a service failure throughout each stage of consumer service journey.
Originality/value
The authors' review synthesizes the literature on factors contributing to consumer forgiveness and integrates these factors into the customer service journey. The authors' findings inform directions for future research and provide insights regarding the measures that service providers should take to understand and encourage consumer forgiveness.
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Nora J. Rifon, Mengtian Jiang and Shuang Wu
This study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and philanthropic…
Abstract
Purpose
This study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and philanthropic histories in influencing consumer acceptance (i.e. forgiveness and blame) of a single celebrity transgression behavior and the subsequent endorsement potential of the transgressed celebrity. It also examines consumer acceptance of celebrity transgressions from the gender perspective.
Design/methodology/approach
By using real celebrities, this study conducted a 2 (transgression history: high vs low) × 2 (philanthropic history: high vs low) × 2 (celebrity gender: male vs female) between-subject online experiment with 823 US young adults.
Findings
Results showed that forgiving (blaming) the transgressed celebrity was positively (negatively) associated with the celebrity’s endorsement potential. Transgression history had a significantly negative indirect effect on endorsement potential via its negative effect on forgiveness and positive effect on blame. Philanthropic history mitigated the negative indirect effect of transgression history on endorsement potential only for male celebrities, not female celebrities.
Originality/value
This study contributes to the current human brand and celebrity transgression literature and fills the research gap by using real male and female celebrities to incorporate the real history of celebrities as determinants of consumer judgment of celebrity transgression. This study also makes its unique contributions by focusing on the celebrity-related outcomes and demonstrating the moderating roles of past philanthropic behaviors and celebrity gender for their potential to mitigate the negative effects of transgression history on consumer responses to a single transgression.
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The purpose of this paper is to investigate the impact of two types of narcissism (rivalry and admiration) on consumer–brand forgiveness (CBF) following a brand transgression…
Abstract
Purpose
The purpose of this paper is to investigate the impact of two types of narcissism (rivalry and admiration) on consumer–brand forgiveness (CBF) following a brand transgression. This research also examines how narcissism interacts with transgression type to shape forgiveness intentions.
Design/methodology/approach
Data were collected through an online survey of 634 UK consumers, focussing on two different types of transgressions (public vs private). The formulated hypotheses were tested through moderated mediation analysis.
Findings
The results highlight that only narcissistic rivalry (and not admiration) moderates the relationship between transgression type and blame attributions. Although the type of transgression seems to affect CBF, forgiveness levels do not vary across the two transgression types. Finally, as expected, blame attributions shape forgiveness intentions.
Practical implications
The results of this research highlight that blame attributions are affected by the type of narcissism. Thus, identifying the type of narcissism will allow brands to allocate their resources more effectively in order to design recovery strategies that would promote CBF and restore brand trust.
Originality/value
The paper responds to calls for a better understanding of forgiveness through the use of personality traits and focusses on two dimensions of narcissism. This paper also uses a novel transgression typology, which is objective in nature. The results illustrate that narcissism has a differential role in shaping blame attributions and CBF.
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Nasrin Rasouli, Mohammad Alimohammadirokni, S. Mostafa Rasoolimanesh, Ayatollah Momayez and Nafas (Atefeh) Emadlou
This study aims to investigate the effect of brand transgression severity on different behavioral responses (BRs). In addition, the role of perceived brand betrayal (BB) is…
Abstract
Purpose
This study aims to investigate the effect of brand transgression severity on different behavioral responses (BRs). In addition, the role of perceived brand betrayal (BB) is examined as a mediator between brand transgression severity and BRs.
Design/methodology/approach
A total number of 331 customers of Tehran travel agencies were recruited as the statistical sample. Partial least squares-structural equation modeling (PLS-SEM) using SmartPLS 4 software was used to analyze the collected data.
Findings
The results showed that the severity of brand transgression significantly affects perceived BB and customer BR, including avoidance and retaliatory behaviors. Moreover, the results showed that perceived BB has a mediating role in the relationship between brand transgression severity and reparatory and retaliatory behaviors.
Originality/value
This study adds to the understanding of consumer behavior by demonstrating how customers react to brand transgression severity through perceived BB.
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Jonatan Leer and Camilla Hoff-Jørgensen
This article explores consumers' attitudes to the trend of gourmet burgers, notably the gourmet burgers' combination of highbrow food (gourmet) and lowbrow food (fast food). The…
Abstract
Purpose
This article explores consumers' attitudes to the trend of gourmet burgers, notably the gourmet burgers' combination of highbrow food (gourmet) and lowbrow food (fast food). The authors use the case of the NOMA cheeseburger from the iconic New Nordic restaurant NOMA.
Design/methodology/approach
The data set consists of interviews (n = 20) with urban Danish consumers attending the NOMA burger pop-up.
Findings
The analysis highlights an acceptance among informants of “gourmetfied” burgers. This signals a change in the culinary status of burgers in Danish food culture. The authors also discovered some ambivalence in relation to the highbrow-lowbrow negotiations: while all informants celebrate the casualization of NOMA during the burger pop-up, half of the informants found the burger underwhelming: it did not live up to the edginess of the NOMA brand.
Practical implications
The authors believe this research can inform people working with culinary highbrow-lowbrow mix in their food designs, notably in relation to developing and matching the relation between symbolic and material aspects of the food design.
Originality/value
The authors argue that the concept of transgression can help us theorize how consumers accept, refuse, and negotiate boundaries in relation to gourmet burgers, and more generally between food consumption mixing highbrow and lowbrow elements. More particularly, the authors propose to distinguish between symbolic, social, and material transgressions. This perspective might also be interesting for practitioners in the field.
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Kenneth Butterfield, Nathan Robert Neale, Eunjeong Shin and Mengjiao (Rebecca) He
The current management literature suggests that when employees engage in wrongdoing, managers typically respond with punishment. The emerging moral repair literature suggests an…
Abstract
Purpose
The current management literature suggests that when employees engage in wrongdoing, managers typically respond with punishment. The emerging moral repair literature suggests an alternative to punishment: a reparative response that focuses on repairing harm and restoring damaged relationships. However, little is currently known about restorative managerial responses, including why managers respond to employee wrongdoing in a reparative versus punitive manner. The purpose of this paper is to examine a variety of cognitive and emotional influences on this managerial decision.
Design/methodology/approach
This study used a scenario-based survey methodology. The authors gathered data from 894 managers in sales and financial services contexts to test a set of hypotheses regarding individual-level influences on managers’ punitive versus restorative responses.
Findings
This study found that managers’ restorative justice orientation, retributive justice orientation, social considerations (e.g. when employees are relatively interdependent versus independent), instrumental considerations (e.g. when the offender is highly valuable to the organization) and feelings of anger influenced their reparative versus punitive responses.
Research limitations/implications
Data are cross-sectional, so causality inferences should be approached with caution. Another potential limitation is common method bias due to single-source and single-wave data.
Practical implications
The findings of this study show that managers often opt for a restorative response to workplace transgressions, and this study surfaces a variety of reasons why managers choose a restorative response instead of a punitive response.
Social implications
This study focuses on social order and expectations within the workplace. This is important to victims, offenders, observers, managers and other stakeholders. This study seeks to emphasize the importance of social factors, a shared social identity, social bonds and other relationships within this manuscript. This is an important component of organizational-focused restorative justice research.
Originality/value
This is the first study, to the best of the authors’ knowledge, to explicitly test individual-level influences on managers’ reparative versus punitive responses to employee wrongdoing.
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Jacqueline Burgess and Christian Martyn Jones
This study aims to investigate consumer perceptions of inauthenticity due to adulteration of a narrative brand ending by using the research context of the final season and ending…
Abstract
Purpose
This study aims to investigate consumer perceptions of inauthenticity due to adulteration of a narrative brand ending by using the research context of the final season and ending of the television series, Game of Thrones.
Design/methodology/approach
Two data sets totalling 2,032 online comments detailing consumer reactions to the final season of Game of Thrones were analysed using thematic analysis and human interpretive analysis. The coding was an iterative and continuous process, and posts were returned to and re-examined to refine codes and groupings as the analysis progressed.
Findings
The results indicate consumers perceived the ending of the eighth and final season of the television series, Game of Thrones, did not meet their expectations and was not authentic due to rushed writing and illogical character and plot developments. Consumers judged this adulteration was so great that it was a moral violation and transgression. Consumers also sought to assign blame for the inauthenticity, which they attributed to the writers and showrunners, who became the subject of revenge behaviours.
Originality/value
This study indicates consumers of narrative brands, due to their strong emotional attachments to their characters and storyworlds, may perceive unexpected and extensive changes to them as moral violations and transgressions and thus inauthentic. Consumers establish the authenticity of a narrative brand by regularly scrutinising narrative and character development against their expectations as shaped by prior narrative content. Due to their emotional attachment, consumers may attempt to attribute blame for the inauthenticity. The findings have not been established in prior research, and inauthenticity in a narrative brand context is also explored for the first time.
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