The Impact of Transgressions on Religious and Liberal Person Brands Exploring Consumer Bias

In this research seminar Dr Muhammad Mohsin Butt presents 'The Impact of Transgressions on Religious and Liberal Person Brands: Exploring Consumer Bias.' In the context of a person brand, transgression is possible at personal and communal levels as well as at the person (body politic), and person-brand (body corporate) levels. This research contributes to person brand theory by investigating how religious or liberal personas of person brands influence its customers response to brand transgression at personal and communal levels. It further contributes by testing kings two bodies theory to provide empirical evidence of symbiotic unification. Results provide support of ingroup bias when transgression is at personal level but not when it’s at communal level. Results also suggest that it is impossible to separate the personal acts of immorality of a person from their person brand and vice versa validating kings two bodies theory. This is a significant finding for brand managers who are responsible for creating and managing the brand equity of person brands. For more upcoming seminars visit https://www.maynoothuniversity.ie/sch...