Types of brand transgressions and consumers' moral reasoning strategies on an endorser
Year of publication: |
2018
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Authors: | Hur, Youngjin ; Lim, Choong Hoon ; Won, Dong-Chun ; Kwon, Sun-Yong |
Published in: |
Sport marketing quarterly : preferred journal of the Sport Marketing Association. - Morgantown, W Va. : Fitness Information Technology Inc., ISSN 1061-6934, ZDB-ID 1180282-0. - Vol. 27.2018, 4, p. 275-286
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Subject: | brand transgression | endorser | moral decoupling | moral rationalization | Ethik | Ethics | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Spieltheorie | Game theory |
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