This research consists of two experimental studies investigating the influence of moral character on endorser perception. and the influence of perceiver characteristics on tarnished endorser perception and brand evaluations. Perceiver characteristics are discussed from the perspectives of dispositional tendency. innate moral intuitions and self-location. https://safeersappliancers.shop/product-category/liebherr-ikbp2760-biofresh-performance-140cm-built-in-integrated-larder-fridge/