Types of Brand Transgressions and Consumers' Moral Reasoning Strategies on an Endorser

Hur, Youngjin; Lim, Choong Hoon; Won, Dong-Chun; Kwon, Sun-Yong

doi:10.32731/smq.274.122018.06

Cited by 9 publications

(5 citation statements)

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“…Previous studies on moral reasoning and athlete scandals have shown that moral coupling negatively influences consumers' attitudes toward brands endorsed by scandalized athletes, whereas moral decoupling and rationalization attenuate this negative influences (e.g. Hur et al, 2018;Lee et al, 2015). This implies that moral coupling exacerbates negative attitudes toward scandalized athletes, and this negative attitude may be transferred to their associated entities.…”

Section: Outcomes Of Moral Reasoningmentioning

confidence: 89%

Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements

Kim

Lee

Jang

et al. 2021

IJSMS

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Purpose Marketers and brand managers are subject to reputational crises when their endorsers are involved in scandals. To effectively manage such crises, it is imperative to understand (1) the underlying mechanisms through which consumers process negative information surrounding morally tainted endorsers, and (2) how these mechanisms affect consumer behavior in the context of athlete scandals. Design/methodology/approach Drawing on attribution theory and the moral reasoning strategy framework, we investigate the impact of attribution on moral reasoning strategies, and the impact of such strategies on consumers' responses to scandalized athletes and endorsements. Findings Overall, our results demonstrate that the same scandal can be evaluated differently, depending on its information, including the consensus, distinctiveness, and consistency of the scandal. The results of Study 1 show that in the context of an on-field scandal, individuals engage in a sequential cognitive process in which they go through attribution, the choice of a moral reasoning strategy, and ultimately a response. The results of Study 2 reveal that in the context of an off-field scandal, attribution directly influences consumers' responses. Originality/value We extend the existing literature on the moral reasoning of athlete scandals by suggesting that attribution is a determinant of moral reasoning choice in the context of on-field scandals. We also extend the sports marketing and consumer behavior literature by suggesting that consumers' diverse reactions to athlete scandals depend on their attribution patterns and moral reasoning choices.

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Section: Outcomes Of Moral Reasoningmentioning

confidence: 89%

Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements

Kim

Lee

Jang

et al. 2021

IJSMS

View full text Add to dashboard Cite

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“…Brand research on moral crises has also examined the impact of moral transgressions by associated actors (e.g. athletes) on sponsoring or endorsed brands (Hur, Lim, Won, & Kwon, 2018;J. Lee and Kwak, 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Lee and Kwak, 2016). If consumers are able to de-couple the moral transgression from performance, more favourable attitudes toward the endorsed brand are likely (Hur, et al, 2018). Similarly, research regarding the purchase of counterfeit goods shows that moral decoupling provides a good explanation of consumer intentions (Orth, Hoffmann, & Nickel, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

“…We can expect changes in consumer attitude toward the brand in a crisis situation (Dawar and Lei, 2009) and know that the response from brand managers can influence consumer attitudes (Vafeiadis, et al, 2019). In addition, research on moral de-coupling suggests that attitudes toward the crisis can also matter (Hur, et al, 2018; J. Lee and Kwak, 2016).…”

Section: Crisis Context and Brand Managementmentioning

confidence: 99%

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Social media responses and brand personality in product and moral harm crises: why waste a good crisis?

Nadeau

Rutter

Lettice

2020

Journal of Marketing Management

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When a brand crisis happens, a manager needs to be ready to mitigate its potentially damaging effects. The purpose of this research is to understand the process of attitudinal changes towards a brand in a crisis and the brand's communication around the crisis by utilising balance theory and brand personality. Four crisis case studies were selected based on type of crisis, scale of crisis (national/international), organisation business model (franchise or nonfranchise) and recency of the crisis. We collected data from brands' Twitter platforms three months on either side of the crisis event horizon. Results demonstrate an opportunity to update the balance theory approach in a crisis by considering the type of crisis (product harm vs. moral harm) relative to brand personality (brand competence vs. brand character). Balance theory helps explain how consumer attitude changes occur through a crisis. Further, the mapping of brand communications in social media over four selected case studies show that brand personality identity can change as a result of a crisis and demonstrate how brand managers can actively frame their online communication to help the brand to recover more effectively from a crisis. Statement of ContributionThis research makes a theoretical and empirical contribution to brand management in a crisis by extending balance theory into the understudied intersection of brand personality and crisis type. It does this by examining both the consumer attitudinal changes expressed in social media during a crisis and the subsequent brand management response. A methodological contribution is made by accounting for both perspectives in one paper.

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“…Also, when a consumer becomes interested in a particular marketing entity (e.g., company or brand) and engages in unethical behavior, he or she may reinterpret the behavior to make it appear ethical with "Moral Rationalization" or with "Moral Decoupling" separates performance from morality (Bhattacharjee, Berman & Reed, 2013). The high level of moral decoupling has shown a higher level of significance of trust and attitudes towards the endorser (Hur, et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Measuring model of consumer’s moral reasoning in sport marketing: a scale development

Manouchehri

Soheili

2021

PODIUM

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Objetivo do estudo: O objetivo principal da presente pesquisa foi a padronização de um modelo para medir a quantidade de raciocínio moral do consumidor em face do escândalo moral de celebridades do esporte.Metodologia: Os participantes desta pesquisa foram todos estudantes de graduação em educação física e ciências do esporte em universidades do Irã, e uma abordagem de método misto contendo entrevistas com questões abertas como fase qualitativa e, em seguida, análise fatorial confirmatória como fase quantitativa foram usados para determinar a validade de as ferramentas de pesquisa.Originalidade: as ofensas do atleta endossante são consideradas imorais. Em vista da psicologia moral, os sentimentos morais ocorrem direta e automaticamente e o raciocínio moral é buscado para criar razões morais. O raciocínio moral é uma situação em que os indivíduos tendem a escolher informações diante dos fenômenos e tentar obter seu resultado moral.Principais resultados: Os achados mostraram que a validade e confiabilidade do modelo de mensuração, adaptado aos achados qualitativos, recebeu valores aceitáveis em comparação com os valores relatados em outros estudos. O modelo de mensuração dos componentes do raciocínio moral na estimação padrão, coeficientes significativos e parâmetros obtidos do modelo mostraram bom ajuste do modelo.Contribuições metodológicas: O presente estudo limitou-se à violação de doping de atletas endossantes e é necessário que outras violações que levem a propaganda negativa e afetem o raciocínio moral do consumidor, como interessante tema de estudo, sejam consideradas por outros pesquisadores.Contribuições do managemnet: Devido à visão frequentemente negativa em relação ao atleta dopado antes do raciocínio moral, sugere-se que os contratos de endosso sejam mais rigorosos por parte das empresas e parece mais sensato usar celebridades de esportes onde o número de seus testes de doping positivos é menor e há pouca chance de tal violação. Em última análise, considerando as diferentes percepções da comunidade esportiva e da população em geral sobre o doping ou qualquer violação, o estudo das diferenças pode ser de interesse para futuros pesquisadores.

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Types of Brand Transgressions and Consumers' Moral Reasoning Strategies on an Endorser

Cited by 9 publications

References 0 publications

Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements

Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements

Social media responses and brand personality in product and moral harm crises: why waste a good crisis?

Measuring model of consumer’s moral reasoning in sport marketing: a scale development

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