Celebrity transgression and consumers’ forgiveness: does religiosity matter?

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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...

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Bibliographic Details
Main Authors:	Shimul, Anwar Sadat, Barber, Matthew, Abedin, M.I.
Format:	Journal Article
Published:	2022
Online Access:	http://hdl.handle.net/20.500.11937/88987

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