The purpose of this thesis is to use a real-world brand transgression example to extend the research and increase the knowledge around why people continue to consume brands they know have been involved in unethical organizational behavior. The research was of qualitative nature, and made use of semi-structured, in-depth interviews. Nine (9) consumers of the Swedish bank Swedbank, who was involved in a money laundering scandal, were interviewed around their justifications to sticking with the brand. The findings revealed seven (7) justifications to staying. Some of which could be linked to previous research, and some who by the authors’ were argued to be industry-specific. The thesis have implications for theory development, for managers, and for the society as a whole.