Celebrity transgression and consumers’ forgiveness: does religiosity matter?

Abstract

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 purchase intention for the endorsed brand are examined both before and after the transgression. Design/methodology/approach Data (n = 356) were collected through a self-administered online survey and analysed though structural equation modelling in AMOS 26. Findings The results show that consumers’ attitude towards celebrity, brand and purchase intention gets weaker once the celebrity gets into transgression. Consumers tend to forgive more if the celebrity apologises (vs denies) for the wrongdoing. The hypothesised relationship between attitude towards celebrity and purchase intention did not sustain after the transgression. In addition, consumers’ intrinsic religiosity strengthens the relationship between attitude towards the celebrity and purchase intention. Practical implications The findings of this research present valuable implications for brands practitioners. Brands should formulate actionable contingency plans to mitigate the negative ramifications of celebrity transgressions. Specifically, intrinsic religiosity and celebrity apologies should assist consumers in forgiving the transgression and negate the implications that could have arisen if the celebrity instead denied the transgressions. Originality/value This research extends the previous research by examining religiosity and forgiveness within the context of celebrity transgressions. To the best of the authors’ knowledge, this is one of the first few research studies to consider the role religiosity plays in consumers’ intention to forgive celebrity transgressions.

I love my cosmetics: educated young Muslim’s behaviour of non-halal certified cosmetics

“…It is therefore expected that the purchasing behaviour of Muslim consumers might be accordingly affected towards halal products (Garg and Joshi, 2018). This is congruent with many studies which reported that individuals following religious teachings exhibited higher tendencies towards positive behaviour compared to individuals with fewer religious practices (Shimul et al , 2021). Thus, the religiosity factor could moderate the relationship between attitude and the continuance of use of non-halal certified cosmetics.…”

Nexus between social responsibilities of young cinematic celebrities and public recognition: Evidence from China

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“…There are many studies about social responsibility, but these tend to concentrate on the social responsibility of enterprises, not of individuals ( Zhong, 2018 ; Shimul et al, 2020 ). Some related research has noted celebrity misconduct, such as advertising endorsements, drug abuse, and divorce, but few studies have defined the concept of (individual) celebrity social responsibility.…”

“…Historically psychoanalytic theory indicates that recognition is the key mechanism for identity generation ( Freud, 1921 ; Shimul et al, 2020 ). The study of the “star system” suggests that difference between stars and the public brings glamor and a “thrill” which produces that recognition.…”

Analisis Classical Conditioning dalam Menguji Pengaruh Endorser Selebriti pada Citra Merek dan Niat Pembelian Produk and Hand Body Lotion Nivea

“…Berdasarkan informasi ini, persaingan dalam industri perawatan kulit semakin ketat, dan perusahaan perlu mengembangkan strategi pemasaran yang efektif untuk meningkatkan minat pembelian konsumen. Penelitian oleh Shimul & Barber (2020) menunjukkan bahwa sikap positif konsumen terhadap selebriti endorser dapat meningkatkan minat pembelian produk. Selain sikap terhadap selebriti, daya tarik selebriti juga memainkan peran penting dalam memengaruhi minat pembelian.…”