US EditionWhy and When Do Historical Brand Transgressions Matter?
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Why and When Do Historical Brand Transgressions Matter?
Abstract While many brands face the after-effects of historical transgressions, prior research provides little insight into these issues. Against this backdrop, this research presents five experiments providing convergent evidence for a lingering negative effect of historical brand transgressions (HBTs) on present brand evaluation, an effect that is due to a detrimental effect of HBTs on perceptions of brand warmth. Studies 1 and 2 establish the…
·Charlottesville, United States
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