Corporate brand transgression and punishing the transgressor: moderation of religious orientation

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dc.authoridIŞIKSAL, Didem Gamze/0000-0002-6009-9271|ALTINIGNE, NESENUR/0000-0002-9824-1763|Karaosmanoglu, Elif/0000-0002-2056-3885;
dc.authorwosidIŞIKSAL, Didem Gamze/M-4774-2017
dc.authorwosidALTINIGNE, NESENUR/AAB-6797-2020
dc.authorwosidKaraosmanoglu, Elif/N-9435-2013
dc.authorwosidIsiksal, Didem/AAQ-6861-2021
dc.contributor.authorKaraosmanoglu, Elif
dc.contributor.authorIsiksal, Didem Gamze
dc.contributor.authorAltinigne, Nesenur
dc.date.accessioned2024-07-18T20:47:16Z
dc.date.available2024-07-18T20:47:16Z
dc.date.issued2018
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractPurpose - With the aim of developing a better understanding of why some consumers still excuse corporate brands that engage in transgressions, this study tests whether extrinsically religious people tolerate corporate brands more than intrinsically religious individuals at different transgression levels (severe and mild) and punish them less than the latter. Design/methodology/approach - This study adopts a 2 x 2 experimental design to manipulate corporate brand transgression levels (mild vs severe) and religiosity orientations (intrinsically religious vs extrinsically religious) on a convenience sample of 134 subjects who live in Turkey, a country where Islam shapes religious context. It uses a scenario technique and projective approach. Findings - While the main effect of corporate brand transgression on punishing behaviour does not appear in the analysis, religiosity's main effect on the latter does. Unexpectedly, extrinsically religious consumers punish corporate brand transgressors more than their intrinsically religious counterparts regardless of the transgression severity levels. Research limitation/implications - Although the study does not refer to any religion in particular, countries predominated by religions other than Islam may yield different consumer reactions. Future studies should focus on transgressions in such different settings. Practical implications - Corporate brand transgressors should immediately take up good causes to attract the attention of intrinsically religious consumers. Otherwise, for the sake of showing off, extrinsically religious people may punish the transgressor for its intentional mistakes, which may harm corporate brand associations. Originality/value - This study examines the link between religiosity and corporate branding. Unique in this way, it introduces religiosity as a valid contributor that can explain why some consumers do not punish corporate brand transgressors, especially in countries like Turkey where religiosity is intertwined with the developments in the liberal economy which led to the emergence of a new middle class.en_US
dc.description.sponsorshipITU BAPen_US
dc.description.sponsorshipThis project was supported by ITU BAP.en_US
dc.identifier.doi10.1108/JPBM-01-2017-1388
dc.identifier.endpage234en_US
dc.identifier.issn1061-0421
dc.identifier.issn2054-1643
dc.identifier.issue2en_US
dc.identifier.scopus2-s2.0-85044242978en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage221en_US
dc.identifier.urihttps://doi.org/10.1108/JPBM-01-2017-1388
dc.identifier.urihttps://hdl.handle.net/11411/7752
dc.identifier.volume27en_US
dc.identifier.wosWOS:000442324900010en_US
dc.identifier.wosqualityQ3en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofJournal of Product and Brand Managementen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectCorporate Branden_US
dc.subjectReligiosityen_US
dc.subjectBrand Transgressionen_US
dc.subjectPunishing Behaviouren_US
dc.subjectReligious Orientationen_US
dc.subjectSocial-Responsibilityen_US
dc.subjectEthical Branden_US
dc.subjectConsumeren_US
dc.subjectForgivenessen_US
dc.subjectAttributionsen_US
dc.subjectManagementen_US
dc.subjectBusinessen_US
dc.subjectGlobalizationen_US
dc.subjectPersonalityen_US
dc.subjectAttitudesen_US
dc.titleCorporate brand transgression and punishing the transgressor: moderation of religious orientationen_US
dc.typeArticleen_US

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