The impact of brand transgression on consumer choice: the role of moral

Purpose This study aims to test consumer responses to brand transgressions from the novel angle of morality. It adopts a relational perspective while distinguishing between performance-related and performance-unrelated transgressions. Design/methodology/approach Three online experiments (n = 611) reveal how brand transgressions and moral identity affect consumer choice. Study 1 examines the interaction effects of brand transgression and moral identity. Study 2 explores how performance-related versus performance-unrelated brand transgressions interact with moral identity in influencing consumer choice. Study 3 investigates how relationship loss mediates these effects, with behavioral intentions as outcomes. Findings The results shed light on negative behavioral reactions to transgressing brands and the underlying effect of perceived relationship loss in explaining this negative effect. This becomes more pronounced with increasing moral identity and is particularly salient for performance-unrelated transgressions. Originality/value This research shows how different types of brand transgressions lead to differing consumer responses, grounded in relational loss. By integrating moral identity moderation, this study presents a nuanced perspective on how moral identity operates differently across transgression types.