Celebrity transgression and consumers’ forgiveness: does religiosity matter?
Purpose: This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on consumers’ forgiveness is tested as well. In addition, consumers’ attitudes towards the brand and celebrity as well as purc...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
2022
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| Online Access: | http://hdl.handle.net/20.500.11937/88987 |