...Gurbir Singh; Archit Vinod Tapar; M S Balaji Purpose This study aims to examine the role of anthropomorphism in mitigating the effects of brand transgression from the perspectives of attachment theory and role theory. It also investigates the underlying mechanism of brand attachment orientations...

...Veronica Rosendo-Rios; Sangeeta Trott; Paurav Shukla Purpose This study aims to test consumer responses to brand transgressions from the novel angle of morality. It adopts a relational perspective while distinguishing between performance-related and performance-unrelated transgressions. Design...

...A. Lynn Matthews; Sarah S.F. Luebke Purpose Moral transgressions committed by person-brands can negatively impact consumers through the transgression’s diagnosticity (severity, centrality and consistency). This paper aims to test how a transgression’s centrality and consistency impact important...