Essays about: "Brand Forgiveness"

Found 3 essays containing the words Brand Forgiveness.

  1. 1. What Does it Take to Forgive? : A study about what impacts brand forgiveness after a transgression

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : William Lindquist; Erik Singer; [2022]
    Keywords : Brand image; Brand forgiveness; Transgression; Generational cohort theory; Generation X; Generation Z; Social media; Consumption behavior; Negative word-of-mouth;

    Abstract : No one is perfect, and that includes the brands that we use. Therefore, there will inevitably come a time in a brand’s existence where a transgression occurs that will harm their relationships with its customers. The decision to forgive a brand after a transgression is a complex and individual process that evolves over time. READ MORE

  3. 2. From Green to Blacklisted : How Brand Forgiveness influences Brand Loyalty

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Gustav Andersson; Olivia Lindgren; [2022]
    Keywords : Greenwashing; Transgression; Brand Forgiveness; Attitudinal Brand Loyalty; Trust; Trustworthiness;

    Abstract : Greenwashing is a frequent issue within the FMCG industry, such as vague ecological claims and misleading communication. When a brand is accused of greenwashing it is important to understand how to manage this transgression, since both forgiveness and loyalty are concepts that are affected. READ MORE

  4. 3. How Brand Relationship Affects Brand Forgiveness : A Qualitative Study within the Retail Industry in a Swedish Cultural Setting

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Amanda Ledin; Linn Norell; Johanna Thorell; [2016]
    Keywords : Brand Forgiveness; Brand Relationship; Consumer Forgiveness; Service Failures; Negative Publicity; Service Recovery; Forgiveness Strategies; Branding; Brand Management;

    Abstract : Purpose - Existing research of forgiveness has received substantial notice in the field of psychology. Nevertheless, less is known about forgiveness within a business context. READ MORE