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Types of brand transgressions and consumers' moral reasoning strategies on an endorser
Hur, Youngjin; Lim, Choong Hoon; Won, Dong-Chun; Kwon, … - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 4, pp. 275-286
Persistent link: https://www.econbiz.de/10012000645
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How do consumers reconcile positive and negative CSR-related information to form an ethical brand perception? : a mixed method inquiry
Brunk, Katja H.; De Boer, Cara - In: Journal of business ethics : JBE 161 (2020) 2, pp. 443-458
Persistent link: https://www.econbiz.de/10012207534
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What goes around, comes around : reciprocal effects and double-sided moral hazard in the choice of brand licensing
Bacchiega, Emanuele; Colucci, Mariachiara; Magnani, Marco - 2019
Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner … can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the …
Persistent link: https://www.econbiz.de/10012110428
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Connected consumers' responses to negative brand actions : the roles of transgression self-relevance and domain
Trump, Rebecca K. - In: Journal of business research : JBR 67 (2014) 9, pp. 1824-1830
Persistent link: https://www.econbiz.de/10010379225
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The spillover effects of prototype brand transgressions on country image and related brands
Magnusson, Peter; Krishnan, Vijaykumar; Westjohn, … - In: Journal of international marketing 22 (2014) 1, pp. 21-38
Persistent link: https://www.econbiz.de/10010348972
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"I" value justice, but "we" value relationships : self-construal effects on post-transgression consumer forgiveness
Sinha, Jayati; Lu, Fang-Chi - In: Journal of consumer psychology : JCP : the official … 26 (2016) 2, pp. 265-274
Persistent link: https://www.econbiz.de/10011479207
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So fun! : how fun brand names affect forgiveness of hedonic and utilitarian products
Rathee, Shelly; Masters, Tamara M.; Yu-Buck, Grace F. - In: Journal of business research : JBR 139 (2022), pp. 44-55
Persistent link: https://www.econbiz.de/10013194148
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Brand community coping
Weijo, Henri; Bean, Jonathan; Rintamäki, Jukka - In: Journal of business research : JBR 94 (2019), pp. 128-136
Persistent link: https://www.econbiz.de/10011947328
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Exogenous brand crises : brand infection and contamination
Whitler, Kimberly A.; Besharat, Ali; Kashmiri, Saim - In: Marketing letters : a journal of research in marketing 32 (2021) 1, pp. 129-133
Persistent link: https://www.econbiz.de/10012488865
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Too cute to be bad? : cute brand logo reduces consumer punishment following brand transgressions
Septianto, Felix; Kwon, Junbum - In: International journal of research in marketing : IJRM ; … 39 (2022) 4, pp. 1108-1126
Persistent link: https://www.econbiz.de/10013471066