The impact of brand transgression on consumer choice: the role of moral identity

Veronica Rosendo-Rios is a faculty member at the Universidad Pontificia Comillas-ICADE, Spain. She possesses more than a decade of corporate experience working in middle and senior management positions at organizations including Sony, Johnson & Johnson, EDS, among others, across Europe. She is also involved in a number of large European-funded research projects spanning multiple institutions in a number of countries. Her work has appeared in a number of high-profile research journals, including the Journal of Business Research, International Business Review, Addictive Behaviors, Journal of International Marketing and others. She has written several books in the area of marketing in both English and Spanish and has also contributed book chapters to edited books and conference papers. She has also won several awards for her research in the area of international marketing.

Sangeeta Trott is Professor of Marketing and Dean – Research and Innovations at ITM Skills University, India. She possesses more than 20 years of experience in teaching and research. Sangeeta Trott has worked on number of funded research projects, to name a few, Reserve Bank of India Scheme of faculty members for academic institutes, 2016; Academy of Marketing Science project, USA; and Ministry of Corporate Affairs project. She has a number of publications to her credit, including International Marketing Review, Journal of International Marketing, Addictive Behaviours, International Journal of Consumer Studies and others. She has also authored a book Brand Equity: An Indian Perspective” published by Pearson. She has also won many awards for research and teaching in the area of marketing.

Paurav Shukla is Professor of Marketing at the University of Southampton, UK. He is one of the leading research scholars in the field of luxury branding and marketing with a particular interest in cross-cultural marketing, comparative consumer behaviour and marketing in emerging markets. Professor Shukla’s career began in industry, and he continues to work hand in hand with industry as a researcher, practitioner, advisor and board member. He has written widely in the areas of his research domain in top-tier journals, including Journal of Business Research, Journal of World Business, Marketing Letters, Information & Management, International Marketing Review, Psychology & Marketing, Eating Behaviours, among others. He has contributed chapters to edited books, case studies and popular accounts of his work have appeared in The Sunday Times, The Guardian, BBC, Woman’s Wear Daily (The Fashion Bible), Luxury Society, Business Week, National Post of Canada and Live Mint Wall Street Journal, among others.