Fetscherin, Marc; Sampedro, Alexandra - In: Journal of Product & Brand Management 28 (2019) 5, pp. 633-652
Purpose: This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand forgiveness and three consumer coping strategies. Design/methodology/approach: A 3 × 2 research design is used to...