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The Differential Influence of Identification on Ethical Judgment: The Role of Brand Love

Author

Listed:
  • M. Deniz Dalman

    (Saint Petersburg State University)

  • Mari W. Buche

    (Michigan Technological University)

  • Junhong Min

    (Michigan Technological University)

Abstract

As negative information about companies becomes widely available and spreads rapidly through digital communications, understanding consumer reactions to these events and how human perceptions are shaped becomes increasingly important. In this paper, we investigate how consumers’ identification with brands and their love for them affect their support for the brand during extremely unethical (negative) situations. The results indicate that brand identification both decreases (direct effect) and increases (indirect effect through brand love) consumers’ ethical judgment following extremely unethical events. Moreover, we find that consumers who are in a love type relationship with the brand proactively shield the brand from other consumers by employing two brand supportive behaviors; sin of omission and brand defense.

Suggested Citation

  • M. Deniz Dalman & Mari W. Buche & Junhong Min, 2019. "The Differential Influence of Identification on Ethical Judgment: The Role of Brand Love," Journal of Business Ethics, Springer, vol. 158(3), pages 875-891, September.
    • Handle: RePEc:kap:jbuset:v:158:y:2019:i:3:d:10.1007_s10551-017-3774-1
    DOI: 10.1007/s10551-017-3774-1
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    Cited by:

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    2. Muel Kaptein, 2022. "The Moral Duty to Love One’s Stakeholders," Journal of Business Ethics, Springer, vol. 180(2), pages 813-827, October.
    3. Ibrahim Alnawas & Nabil Ghantous & Jane Hemsley-Brown, 2023. "Can CSR foster brand defense? A moderated-mediation model of the role of brand passion," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 190-206, May.
    4. Nguyen Ngoc Dan Thanh & Nguyen Duc Thanh & Le Thi Thanh Thuy & Do Minh Thuy & Nguyen Thi Thanh Thao & Tong Nguyen Phuong Thanh, 2020. "The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 10(2), pages 112-129.

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