One of the most important goals of relationship marketing is to create an emotional connection between the brand and the customer. This study will look at the possibilities and limitations of attachment in protecting brands from companies' unethical behaviour, another potential advantage. Two studies, using an approach that combines motivated reasoning and attachment theories will examine how consumers' emotional investment in brands affects their evaluations of companies' commitment to ethical business practises. The investigation will show that connection dampens down moral judgements, adds to emotional ambivalence, and influences consumer decisions. A follow-up experiment will confirm these findings and demonstrates that attachment only serves as a barrier when news regarding a company's ethical practises is not highly discouraging. Management implications and future study directions are discussed with respect to the role of ethics and emotion in consumers' connections with brands.
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