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  1. Cultural Differences in Consumer Responses to Celebrities Acting Immorally: A Comparison of the United States and South Korea.In-Hye Kang & Taehoon Park - forthcoming - Journal of Business Ethics:1-17.
    Scandals involving celebrities’ moral transgressions are common in both Western and Eastern cultures. Existing literature, however, has been primarily based on Western cultures. We examine differences between South Korea and the United States in consumers’ support for celebrities engaged in moral transgressions and for the brands they endorse. Across six studies, we find that Korean consumers show lower support for celebrities who engaged in moral transgressions. This effect occurs because Korean consumers have a stronger belief that an individual’s competence and (...)
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