.../methodology/approach The study explores consumers’ reactions to an IP-infringement crisis on social media by employing situation-based between-subjects experimental designs. Study 1 and Study 2 investigated how brand partnership (limited vs. co-branding) and consumer moral reasoning (rationalization vs...

...Hosun Lee; Dae Ryun Chang; Sabine Einwiller Purpose This study aims to examine how consumers use a moral reasoning process to defend preferred celebrity and celebrity brand images and specifically, the processes for supporting the celebrity’s comeback after a transgression. Design/methodology...

...Sai Wang; Ki Joon Kim Purpose In the context of celebrity endorsement, this study aims to demonstrate that the ways in which consumers adopt moral reasoning strategies (i.e. rationalization, decoupling and coupling) are largely dependent on the severity (i.e. high vs low) of celebrity...