Tripathy, A., Lyngdoh, T., El‐Manstrly, D. et al. (1 more author) (2024) Going beyond philanthropy: a dual process approach to examine how consumers punish brand misanthropy. Journal of Philanthropy and Marketing, 29 (4). e1878. ISSN 2691-1361
Abstract
Misanthropy, the opposite of philanthropy, represents brand wrongdoings that harm humanity and can be more widespread. Consumer awareness of brand misanthropy and subsequent retaliation against brands are on the rise and pose a more significant managerial challenge than ever before. Despite its growing importance, few studies have explored the connection between consumer's moral decision-making in the event of brand misanthropy and subsequent avoidance behaviour. Using dual process theory, we expand the rationalist perspective within the field of moral decision-making by considering the distinct mechanisms through which moral judgment influences consumer brand avoidance behaviour. Using a scenario-based experiment paired with a survey, our findings suggest that moral judgments positively influence brand avoidance when exposed to brand misanthropy. We also found that moral obligation mediates between moral judgment and brand avoidance. Furthermore, our findings demonstrate that self-esteem attenuates peoples' propensity to avoid brands. Managerially, our research offers fresh insights and guidance for recognizing and recommending solutions to reduce anti-brand behaviours in the event of brand misanthropy.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2024 John Wiley & Sons Ltd. |
Keywords: | anti-consumption; brand avoidance; corporate misanthropy; moral obligation; non-market strategy; self-esteem |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 30 Sep 2024 14:25 |
Last Modified: | 30 Sep 2024 14:25 |
Status: | Published |
Publisher: | Wiley |
Refereed: | Yes |
Identification Number: | 10.1002/nvsm.1878 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:217774 |