Lee, Hosun; Chang, Dae Ryun; Einwiller, Sabine - In: Journal of Product & Brand Management 29 (2020) 6, pp. 729-743
Purpose: 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. Design/methodology/approach: Study 1 measures consumers’...