...Pascal Bruno; Martin Ohlwein Purpose Despite their practical relevance, limited research has examined transgressions involving ambiguous brand responsibility. This paper aims to investigate how corporate social responsibility ( CSR ) affects the moral licensing of such transgressions. Design...

... studies. This study explained the moral licensing behavior using a passive goal guidance model: i.e., people license themselves to indulge when people perceive progress on one of their long-term goals. Design/methodology/approach In this paper, three experiments were used to test hypotheses...