Ethical branding in a divided world: how political orientation motivates reactions to marketplace transgressions

• Main Authors: Allard, Thomas, McFerran, Brent
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2022
• Subjects: Business::Marketing; Branding; Political Ideology
• Online Access: https://hdl.handle.net/10356/162453
• Institution: Nanyang Technological University

In today's marketplace, users (e.g., purchasers, influencers) are increasingly the “face” of brands to potential consumers, increasing the risk for brands should these users act poorly. Across seven studies, we document that political orientation moderates the desire for punishment toward users...