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

• Main Authors: ALLARD, Thomas, McFerran, Brent
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Branding; Political Ideology; Ethical Consumption; Attribute Formation; Moral Judgment; Advertising and Promotion Management; Business Law, Public Responsibility, and Ethics; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7209; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8208/viewcontent/Ethical_Branding_in_A_Divided_World_av.pdf
• Institution: Singapore Management 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...