R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence

We examined the role of brand perception in consumer judgment and support following a brand transgression. Consumers blame warm brands less for the same product failure. They are also more likely to support warm brands following a moral transgression. We explain this link though the process of moral decoupling.



Citation:

Summer Hyoyeon Kim, Jessica Li, Jenny Olson, and SHAILENDRA PRATAP JAIN (2018) ,"R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 913-913.

Authors

Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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