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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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