Search results

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.

Brand transgressions, characterized by service failure, are a frequent theme for marketing scholars. Their impact on satisfaction, trust and brand loyalty is of high interest. However, in assessing the influence of those events on third-party consumers, the literature is still lacking. The purpose of this paper is to explore how social distance explains the reactions of close and distant third-party consumers toward other consumers during a brand transgression event. Anger is analyzed as a driver of this process.

Two experiments were conducted. Both studies presented a 3 (social distance: victim vs close third party vs distant third party) by 2 (severity: low vs high) between-subjects design. Respondents were asked to read a transgression scenario in a mobile phone service (study 1) and in a restaurant (study 2) and then completed scales that measured their affective reactions and evaluations of the relationship – satisfaction, trust, and loyalty intention – with the transgressing brand.

The results showed that transgression severity intensifies the effect of the brand transgression on consumer’s anger. Victims and close third parties demonstrated higher levels of anger compared to distant third-party consumers. In the case of severe transgressions, an experience of anger contagion between victims and close third-party consumers was responsible for the negative effect on the relationship evaluation of the transgressing brand compared to distant third-party consumers.

This study extends previous research about how social distance influences consumer-brand relationships and demonstrates the mediating role played by affective anger contagion.

Despite the harmful impact of supervisor transgressions, they have received little empirical attention. The purpose of this paper is to addresses this important gap, examining the nature of transgressions committed at work by supervisors against subordinates.

A critical incident technique was employed in which employees described a transgression committed by their supervisor. Qualitative responses were then analyzed, resulting in the emergence of supervisor transgression themes.

In total, 11 themes emerged, including: performance criticisms, demeaning insults, false accusations, undue demands, unfair employment decisions, inconsiderate treatment, inequitable behavior, inappropriate contextual selections, disregard of opinions, undersupplied resources, and underprovided recognition.

While this approach is not without limitations, including the potential for participant memory error and researcher analytical bias, it offers a necessary initial exploration into the content of supervisor transgressions. Findings open new areas for continued research exploration into the nature and functioning of supervisor transgressions.

Practitioners also stand to benefit from this work, as this identification of supervisor transgression themes affords organizations knowledge about how to best target supervisory interventions.

Though researchers have just begun to examine the nature of leader transgressions, they have yet to analyze the content of supervisor transgressions. This study offers an original investigation into how supervisors transgress against subordinates at work.

The purpose of this study is to investigate how brand communities collectively react towards brand transgressions, an area where previous research has been scant.

This study adopts a netnographic approach in studying the reactions of one particular brand community and its reactions to a marketer-initiated brand transgression.

Building on coping theory, we find evidence of brand community coping, a temporally bounded process in which the community seeks to come to terms with and even overturn the transgression. Overall, we define the brand community coping process as unfolding through three overlapping and temporally bounded stages of (1) making the problem communal, (2) exploring the problem’s meaning, and (3) co-creating responses.

Studies of consumer coping particularly in cases of brand transgressions have predominantly adopted an individualistic approach to coping, or have treated communities as coping resources for individual consumers. This study is the first study to truly look at brand communities’ collective coping endeavors. We also offer managerial implications by questioning the overtly positive tone of brand co-creation literature and underline potential threats to marketers when consumers decide to use their co-creative practices to punish the marketer.

This chapter proposes and provides evidence for a conceptual framework for understanding the restoration of justice. Specifically, there is a fundamental distinction between two primary symbolic concerns that follow from transgressions: concern over the status/power relations between the involved parties, and over the violation of the values those parties expect to share. Recognizing these concerns is paramount to understanding the psychological needs of injustice victims, how they conceptualize the restoration of justice, and the processes by which various interventions instill feelings of justice. This framework also elucidates when alternative avenues towards justice might be more effective than traditional retributive responses.

This paper investigates the substance of institutions in the context of business ethics. In particular, I test a theory of stakeholder attention to resource commitments by firms that implement the Ethics and Compliance Officer (ECO) position, from 1990 to 2008. Results support the hypothesized curvilinear relationship between resource commitments and stakeholder attention – while both high and low levels of ECO implementation generate low levels of reported ethics transgressions (the former due to good firm behavior and the latter due to stakeholder disengagement), moderate ECO implementation produces elevated transgression reports (due to raised expectations and increased engagement). Contrary to extant theory, results are consistent across both internal and external firm stakeholder groups.

This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between BT and BRQ. This study advances knowledge in consumer behavior by showing how consumers offer to deal with their relationships with brands through BE and BF. This provides relevant information to managers to seek strategies to obtain forgiveness from consumers in case the unfortunate happens. Not only must they seek to obtain forgiveness but also seek ways to ensure BE of their brands. These act as buffers for the brands in case a transgression happens.

Using a survey approach, this study tests whether forgiveness mediated the relationship between BT and BRQ. Also, whether BE mediated the relationship between BT and BRQ was examined. The test was conducted using PROCESS bootstrapping method (Model 4 of Hayes [2018]).

Consistent with the predictions, this study finds that, following a BT, consumers engage in BE and BF to maintain the relationship they have already established with their brands.

This study extends the existing literature by showing that after a BT, response from consumers may take different forms. The consumer’s response or the relationship with the brand may be affected by whether the consumer forgives the brand or evangelizes about the brand. Based on the cognitive dissonance theory, the results of this study imply that, forgiveness and BE act as important mechanisms in understanding consumer-brand relationships after brands act unacceptably. Further, this study contributes to the social media brand management literature by investigating a real-world BT case of social media.

As crises are largely perceptual, the deeper the understanding is of how stakeholders perceive crisis situations, the more effectively corporations can target their crisis communication messages. The purpose of this paper is to investigate how different stakeholder groups process information during transgression-based corporate crises.

This study is based on 17 qualitative interviews with the internal, external and media stakeholders of an organisation that experienced a major transgression-based crisis. A case study approach is adopted to analyse and understand how these stakeholders process and respond to the same crisis event.

Findings suggest that there are considerable differences in the crisis evaluations of different stakeholder groups. This study identifies several elements specific to internal, external and media stakeholders’ crisis information processing.

Although the findings are tied to the specific case, the authors extend the existing theory by shedding light on the specific factors that shape the evaluations of different stakeholder groups during a transgression.

The findings may help managers in building more accurate assumptions and knowledge with respect to crisis effects on an organisation’s stakeholders and thus provide the basis for more effective crisis communication.

Prior crisis information-processing models provide fragmented and generic insights into the specifics of different stakeholder groups and thus lead crisis communication to miss opportunities to attenuate the loss of a corporation’s social approval. This study moves towards an integrated framework of how different stakeholders evaluate a transgression-based corporate crisis.

This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand forgiveness and three consumer coping strategies.

A 3 × 2 research design is used to evaluate the effects of three types of brand transgression (performance, image and value) and two degrees of severity (high vs low) for brand forgiveness. Then, this paper use a 2 × 3 research design, evaluating two degrees of brand forgiveness (high vs low) together with their effects on three different consumer coping strategies (switching, attacking and purchasing again). Using a representative sample of 472 US consumers, various hypotheses related to these research designs are tested.

The results show that almost half (48 per cent) of the consumers are unlikely or very unlikely to forgive a brand compared to about a third (32 per cent) who are likely or very likely to forgive. The results of ANOVA show the more severe the brand transgression, the less likely the forgiveness. Consumers who are more likely to forgive are less likely to avoid the brand or engage in attacking behaviors; they are also more likely to purchase the brand again. The results of regression analyses show that consumers witnessing a performance-based brand transgression are more likely to forgive the brand than in the case of image- or value-based brand transgressions.

This paper explores and outlines the brand forgiveness construct, both theoretically and empirically.

This paper looks at the relationship between judgments of ethical behavior and organizational promotion prospects. The purpose of this study is to examine if an independent dimension of ethical performance should be recognized. When managers and others in organizations compare candidates for promotion or other organization rewards, what role is played by information about the candidates’ previous ethical behavior? Are all prior ethical transgressions perceived in the same light or do some types carry more weight for organizational rewards? And, how do organizational values effect these evaluations?

A questionnaire was developed which asked respondents to rank a set of six candidates for a promotion. All candidates were said to be qualified for the promotion, but each was described differently in terms of past ethical transgressions. While information about a candidate’s prior ethical behavior is expected to be impactful for promotion consideration in the general population as well as among members of religious-oriented businesses, types of ethical transgressions may be weighted differently by the two groups. The survey was administered to a sample of 204 employees of business organizations at all levels obtained through a survey research firm, as well as a sample of 52 employees of organizations in the Christian publishing industry. Nonparametric statistics were used to analyze the results. A comparison was made between the respondents sourced through the research firm, seen as representing the general population, and those from the Christian-oriented group.

Ethical transgressions were weighted differently by each group. And some transgressions were deemed more unethical than others. Overall, our work suggests that ethical transgressions can matter with regard to promotability. Differences between the groups of respondents from the general population and the group representing Christian-based firms are discussed.

This paper focused on the selection for promotion of six candidates, ranked by two groups. As expected, the ethical transgressions were weighted differently by each group. And some transgressions were deemed more unethical than others. Overall, this work suggests that ethical transgressions can matter with regard to promotability. This research contributes to practical implications within organizations.

Only a few studies have looked directly at the relationship between judgments of ethical behavior and organizational promotion prospects. These have focused on ethical leaders rather than rank and file employees. In a study of ethical leadership and promotability, Rubin et al. (2010) found that managers rated high on ethical leadership by their subordinates are more likely to be viewed by senior managers as eventually promotable to senior leadership than those who were not – although they were no more likely to receive a promotion in the near term.