Saavedra Torres, Jose Luis; Rawal, Monika; Bagherzadeh, … - In: Journal of Product & Brand Management 30 (2020) 3, pp. 377-391
Purpose: This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer behaviors. It mainly answers the research question: does brand attachment cushion or amplify the effect of service...