Sympathy or shock: how transgression diagnosticity impacts consumer perceptions and intentions regarding person-brands
AL Matthews, SSF Luebke - Journal of Product & Brand Management, 2023 - emerald.com
Purpose Moral transgressions committed by person-brands can negatively impact
consumers through the transgression's diagnosticity (severity, centrality and consistency) …
consumers through the transgression's diagnosticity (severity, centrality and consistency) …