Negative spillover of moral irresponsibility into anti-brand behaviors: the role of moral emotion and disengagement in ethical and social transgressions

Abstract

Purpose As one of the largest industries in the global economy, the fashion industry has emphasized the symbolic and aspirational features of its products while maximizing the efficiency of its manufacturing processes. However, the labor-intensive and competitive nature of the industry has meant that brand moral transgressions often occur. This study aims to understand the role of moral emotions and concerns (i.e. perceived spillover) caused by different moral transgressions and explain consumer anti-brand behaviors (i.e. negative word of mouth [WOM] and patronage cessation). Design/methodology/approach Structural equation modeling was conducted to examine group differences (ethical vs social transgressions) in Study 1 (n = 584). Also, the moderation effect of moral disengagement was examined in Study 2 (n = 324). Findings The results indicate that, for ethical transgressions, both moral emotions and perceived spillovers explain negative behaviors while moral emotions alone explain negative WOM on social media for social transgressions. Additionally, for social transgressions, the results of Study 2 indicate a negative interaction effect of moral emotions and moral disengagement on anti-brand behavior of patronage cessation. Originality/value Based on the literature’s theoretical approach to moral crises, this paper examines the emotional and cognitive reactions of consumers to the fashion industry’s moral transgressions.

Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships

“…This paper specifically focuses on violations of social codes, particularly disregard of diversity, equity and inclusion values, termed moral or ethical brand transgressions (Nichols et al, 2023). Disregarding these values undermines social unity, and this paper concentrates on a specific type known as social transgressions (Youn, 2022;Slater and Demangeot, 2021).…”

“…Because the literature has not sufficiently investigated the implications of social transgressions for consumer-brand relationships (Youn, 2022), this paper concentrates on this type of brand transgression related to diversity, equity and inclusion, terming them brand transgressions in advertising.…”

“…, 2023). Disregarding these values undermines social unity, and this paper concentrates on a specific type known as social transgressions (Youn, 2022; Slater and Demangeot, 2021).…”

“…Given the importance of The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/1061-0421.htm diversity, equity and inclusion values for consumers (McKinsey & Company, 2020), companies must fully comprehend the implications of ads contrasting these values for consumerbrand relationships. This paper focuses on brand transgressions, or social transgressions (Youn, 2022), in social media advertising that neglect diversity, equity and inclusion values. It examines how consumers perceive and react to these transgressions, particularly by exploring negative electronic word-of-mouth (e-WOM).…”

How to transform brand haters into forgivers through emotional intelligence?

“…Consumers may undergo emotional crises and negative emotions, such as anger, disgust, dissatisfaction and contempt (Youn, 2022), which will be difficult to manage. When a brand transgression affects the relationship, customers with high emotional intelligence will be able to choose acceptable conflict resolution strategies (Ahn et al, 2016).…”