Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

    Celebrity transgression and consumers’ forgiveness: does religiosity matter?

    Access Status
    Fulltext not available
    Authors
    Shimul, Anwar Sadat
    Barber, Matthew
    Abedin, M.I.
    Date
    2022
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Shimul, A.S. and Barber, M. and Abedin, M.I. 2022. Celebrity transgression and consumers’ forgiveness: does religiosity matter? Journal of Islamic Marketing. 13 (6): pp. 1224-1243.
    Source Title
    Journal of Islamic Marketing
    DOI
    10.1108/JIMA-06-2020-0184
    ISSN
    1759-0833
    Faculty
    Faculty of Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/88987
    Collection
    • Curtin Research Publications
    Abstract

    Purpose: This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on consumers’ forgiveness is tested as well. In addition, consumers’ attitudes towards the brand and celebrity as well as purchase intention for the endorsed brand are examined both before and after the transgression. Design/methodology/approach: Data (n = 356) were collected through a self-administered online survey and analysed though structural equation modelling in AMOS 26. Findings: The results show that consumers’ attitude towards celebrity, brand and purchase intention gets weaker once the celebrity gets into transgression. Consumers tend to forgive more if the celebrity apologises (vs denies) for the wrongdoing. The hypothesised relationship between attitude towards celebrity and purchase intention did not sustain after the transgression. In addition, consumers’ intrinsic religiosity strengthens the relationship between attitude towards the celebrity and purchase intention. Practical implications: The findings of this research present valuable implications for brands practitioners. Brands should formulate actionable contingency plans to mitigate the negative ramifications of celebrity transgressions. Specifically, intrinsic religiosity and celebrity apologies should assist consumers in forgiving the transgression and negate the implications that could have arisen if the celebrity instead denied the transgressions. Originality/value: This research extends the previous research by examining religiosity and forgiveness within the context of celebrity transgressions. To the best of the authors’ knowledge, this is one of the first few research studies to consider the role religiosity plays in consumers’ intention to forgive celebrity transgressions.

    Related items

    Showing items related by title, author, creator and subject.

    • Intention to choose Halal products: the role of religiosity
      Mukhtar, Syed Aqif; Butt, Mohsin (2012)
      Purpose – Muslims living in multi-religious societies are considered more conscious about the permissibility (Halal) of products and thus the majority of Halal research in the non-financial sector was conducted in ...
    • Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands
      Phau, Ian; Teah, Min (2009)
      The paper examines how social and personality factors influence Chinese consumers' attitudes towards counterfeits of luxury brands and how these two sets of variables influence purchase intention. It provides a profile ...
    • Devil Continues to Wear “Counterfeit” Prada: A Tale of Two Cities
      Teah, Min; Phau, Ian ; Huang, Y. (2015)
      Purpose – This paper aims to examine the influence of social and personality factors on attitudes towards counterfeiting of luxury brands and purchase intention between China Chinese and Taiwan Chinese consumers. ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.