Does It Hurt Or Protect? the Effect of Affective Commitment on Unethical Behavior Toward Transgressing Brands

Affective commitment toward brands can have a dual effect; it can ‘buffer’ or ‘amplify’ consumer backlash against the transgressing brand. We resolve this paradox and examine managerially relevant moderators; the transgression agency responsible, type of transgression, brand remedial measures, and brand apology. Mediating effect of shame is also established.


Nitika Garg, Rahul Govind, Jatinder J. Singh, and Wayne Hoyer (2020) ,"Does It Hurt Or Protect? the Effect of Affective Commitment on Unethical Behavior Toward Transgressing Brands", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 974-980.


Nitika Garg, University of New South Wales, Australia
Rahul Govind, University of New South Wales
Jatinder J. Singh, EADA Business School Barcelona
Wayne Hoyer, University of Texas at Austin, USA


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Tattoo: A Perspective Beyond Estethics

Luana C. Moraes, Universidade de Sao Paulo
Gabriela L. Pinheiro, Universidade de Sao Paulo
Nathalia S. Arthur, Universidade de Sao Paulo
Eliani C. Flores, Universidad Catolica del Peru
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More


Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices

Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA

Read More


Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations

Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore

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.