One of the critical areas in services marketing research is the role of the relationship between customer and service employee. However, how customer-service employee attachment affects customer-company relationships and corporate loyalty, such as through word of mouth, is unclear. Furthermore,...

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’...