Consumers are eager to observe the actions taken by their trusted brand to rebuild consumers’ confidence in case of a brand scandal. They perceive it as a sign of the extent to which a brand cares about its consumers. During a brand scandal, the role of corporate actions in influencing consumers' attitudes towards the brand scandal and their forgiveness may become important. This study explores the influence a brand has on its consumers during brand scandals through structural equation modeling.

Corporate actions mediating the consumer’s brand trust and attitude in case of a brand scandal

Signori P.
2021

Abstract

Consumers are eager to observe the actions taken by their trusted brand to rebuild consumers’ confidence in case of a brand scandal. They perceive it as a sign of the extent to which a brand cares about its consumers. During a brand scandal, the role of corporate actions in influencing consumers' attitudes towards the brand scandal and their forgiveness may become important. This study explores the influence a brand has on its consumers during brand scandals through structural equation modeling.
978-618-5630-00-3
Corporate Action
Brand scandal
Brand trust
scandal management
structural equation modeling
consumer behaviour
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11562/1053062
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