The Impact of Corporate Brand Transgression on Punishing Corporate Transgressor: Moderating Role of Religious Orientation

Abstract

Since branding is a social construct as much as an economic construct (Fan 2005), brands are considered as a part of modern-day social customer’s life. Therefore, corporate brands and their unethical behavior are scrutinized more closely. The examples such as Apple’s labor violations while producing iPhone in China or Samsung’s infringing on several patents and design of Apple products had significant effects on the brand–consumer relationships (Aaker et al. 2004; Paulssen and Bagozzi 2009) regardless of loss types and severity of transgressions.