Why and When Do Historical Brand Transgressions Matter?

Abstract

Abstract While many brands face the after-effects of historical transgressions, prior research provides little insight into these issues. Against this backdrop, this research presents five experiments providing convergent evidence for a lingering negative effect of historical brand transgressions (HBTs) on present brand evaluation, an effect that is due to a detrimental effect of HBTs on perceptions of brand warmth. Studies 1 and 2 establish the main effect and mediation. Studies 3–5 examine mitigating effects. Study 3 checks if high institutional pressure can serve as an excuse strategy that buffers the negative effects of a transgression. Studies 4 and 5 test the mitigating effect of different response styles (recognition, apology, and/or compensation). Together, these results contribute to the business ethics and marketing literature by defining the concept of HBT and showing why it harms a current brand’s evaluation and how brands can mitigate its negative effects.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 8 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.