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.



Citation:

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.

Authors

Joseph W. Chang, Vancouver Island University, Canada



Volume

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



Share Proceeding

Featured papers

See More

Featured

Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making

Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC

Read More

Featured

Vicarious Pride: When Gift Customization Increases Recipients’ Appreciation of the Gift

Marta Pizzetti, Università della Svizzera Italiana
Michael Gibbert, Università della Svizzera Italiana

Read More

Featured

J14. You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands

Norah Awad, Hongik University
Nara Youn, Hongik University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.