The Impacts of Transgression Relevance and Severity on Endorsements

Endorsed brand evaluations are moderated by transgression severity and relevance, whereas endorser evaluations are exclusively affected by transgression severity. In other word, transgression severity affects endorser and endorsed brand evaluations, whereas transgression relevance moderates endorsed brand evaluations only. Specifically, severe and relevant transgressions are most detrimental to endorsed brand evaluations.


Joseph W. Chang (2015) ,"The Impacts of Transgression Relevance and Severity on Endorsements", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 108-109.


Joseph W. Chang, Vancouver Island University, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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