Consumer Behavior

The role of government and regulatory overlaps in the FTAR industry based on the Code of Federal Regulations

Authors: Seong Eun Kim (University of Missouri) , Joohye Hwang (Thomas Jefferson University) , Song-yi Youn (University of Missouri)

Abstract

This study explored consumer moral reasoning in response to trademark infringement by social media influencers (SMIs), focusing on the distinction between SMI's brand ownership type: SMI-owned and SMI-endorsed brands. It explores how consumers' moral reasoning strategies—rationalization, decoupling, and coupling—affect their reactions to trademark infringement and product harm crises in influencer marketing. The research revealed that when consumers choose moral coupling for their reasoning process for SMI's trademark infringement, they show stronger negative responses, particularly in an SMI-owned brand setting. The findings highlight the importance of the potential risks of trademark infringement, offering insights for brand managers and SMIs in developing effective and legally safe marketing strategies.

Keywords: Social media influencer, Trademark infringement, Moral reasoning strategies

How to Cite: Kim, S. , Hwang, J. & Youn, S. (2024) “The role of government and regulatory overlaps in the FTAR industry based on the Code of Federal Regulations”, International Textile and Apparel Association Annual Conference Proceedings. 80(1). doi: https://doi.org/10.31274/itaa.17451