Corporate brand transgression and punishing the transgressor: moderation of religious orientation

What is it about?

Purpose: With the aim of understanding why some consumers still excuse corporate brands that engage in transgressions, this study tests whether extrinsically religious people tolerate corporate brands more than intrinsically religious individuals at different transgression levels (severe and mild) and punish them less than the latter. Design/Methodology/Approach: This study adopts a 2X2 experimental design to manipulate corporate brand transgression levels (mild vs. severe) and religiosity orientations (intrinsically religious vs. extrinsically religious) on a convenience sample of 134 subjects. It uses a scenario technique and projective approach. Findings: While the main effect of corporate brand transgression on punishing behaviour does not appear in the analysis, religiosity’s main effect on the latter does. Unexpectedly, extrinsically religious consumers punish corporate brand transgressors more than the intrinsically religious ones regardless of the transgression severity levels. Research limitations/implications: Although the study does not refer to any religion in particular, countries predominated by religions other than Islam may yield different consumer reactions. Future studies should also focus on transgressions with a religious affiliation more than modern ones.

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Why is it important?

Originality/value: This study unfolds the link between religiosity and corporate branding. Unique in this way, it introduces religiosity as a valid contributor that can explain why some consumers do not punish corporate brand transgressors. Practical implications: Corporate brand transgressors should immediately take up good causes to attract the attention of intrinsically religious consumers. Otherwise, for the sake of showing off, extrinsically religious people may punish the transgressor for its intentional mistakes, which may harm corporate brand associations. Keywords: Brand Transgression, Religiosity, Religious Orientation, Corporate Brand, Punishing Behaviour