... understanding of the important interrelationship of brand decoupling and recoupling on social media. Brand activism Brand decoupling Moral decoupling Moral recoupling Social media Netnography This investigation seeks to understand how these relationships of moral rationalization, decoupling...

... by the celebrity’s image (Study 1). The authors find that a celebrity primed with a role model image receives more support for a comeback in the moral rationalization condition, whereas a celebrity primed with a bad boy image receives more support in the moral decoupling condition (Study 2). Research limitations...