... attempts to examine the role of righteous moral emotions in explaining its spillover effect on anti-brand behaviors, and to understand the moderating role of the moral transgression type (i.e. ethical vs. social; Study 1 and 2). The study also identifies the effect of moral emotions associated with moral...

...Vijay Ganesh Hariharan; Ram Bezawada; Debabrata Talukdar Purpose This study aims to examine the factors that drive consumers' trial and repeat purchases of cobranded extensions, and the amount of spillover effects on host and ingredient brands. Design/methodology/approach The analysis uses...