... and how positive emotions, such as gratitude and pride, can differentially and systematically influence ethical judgment toward a transgressing firm. Among the different lenses developed to examine incidental emotion effects on individual judgments and decisions, we have chosen to use the appraisal...

... Emerald Publishing Limited Licensed re-use rights only Brand anthropomorphism Ethical judgment Loneliness The current research adds to the literature in marketing and business ethics. This study contributes to the branding literature by examining the effect of failure type and consumers...