Can self-referencing exacerbate punishing behavior toward corporate brand transgressors?
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DOI: 10.1057/s41262-020-00204-8
Abstract: This article investigates consumer reactions (punishing behavior) regarding corporate brands that engage in various types of transgressions (mild vs. severe) through a scenario-based experiment. The study adopts a 2 × 2 factorial design that examines the moderating… read more here.
Keywords: referencing exacerbate; study; brand; exacerbate punishing ... See more keywords