“…Previous studies have examined scandals in the context of corporate scandals (Grebe, 2013), media scandals (Lloyd et al., 2014), celebrity scandals (Hood, 2012; Knittel & Stango, 2014), sports scandals (Connor & Mazanov, 2010; Osborne et al., 2016; Sato et al., 2020), financial market scandals (Sivakumar, 2011), political scandals, scandals related to intellectual and development disabilities (Halladay & Harrington, 2015), real products’ impact on high brand equity brand (Thaler et al., 2018) and from the crisis perspective (Bowen et al., 2018). Though the areas mentioned above have been explored in detail, there are potential gaps in the literature in the context of brand scandal and its impact on consumer attitudes.…”