How Does Brand Age Influence Consumers’ Attitudes to Firm’s Unethical Behaviors?

Abstract

While there is a significant amount of research investigating the impact of firm’s unethical behaviors on consumers’ attitudes, limited amount examines the effect of brand age, which is a potential powerful contributor to consumers’ brand evaluations, on consumers’ attitudes to firm’s unethical behaviors. The purpose of this chapter is to investigate the effect of brand age on consumers’ perceptions of the brand (e.g., brand personality) and its impact on consumers’ attitudes toward firm’s unethical behaviors.