… : brand transgression, service failure, service recovery, product-harm crisis, and product recall…
A brand transgression is defined in general terms, which could allow the incorporation of a …

… the brand transgression as so harmful. This effect is explained by the psychological distance
theory, or more specifically, the dimension of social distance that proposes how people …

… brand transgression if the brand's actions are personally relevant to them or if the negative
actions are of an ethical nature rather than related to product … of the brand were likely harmed. …

… In this research, the moral coupling is provided as a rationale for consumer processing of
the individual’s transgression when a linkage is drawn between morality and performance …

… the severity of a brand transgression, consumers’ prior … brand transgression severity is
mild. Results also show that consumer forgiveness mediates the effect of brand transgression …

… to see brands as harmful—even in the absence of a direct, personal transgression—they …
brands that have not committed a transgression that directly impacts the consumer—a mere …

… brand moral judgment, a powerful employee’s transgression … We propose that consumers’
perceptions of the transgressing … transgression that occurs outside of the workplace can harm …

… nature of the industry has meant that brand moral transgressions often occur. This study aims
… ) caused by different moral transgressions and explain consumer anti-brand behaviors (ie …

… endorser for the brand's transgression, consumer impressions of … of blame for a brand
transgression has been assigned to the … harmful effects of endorsing a brand found to have made …

… brand transgressions has suggested that when a brand is involved in a transgression and
perceived as harmful… to the literature on brand transgressions and shows how brands can deal …