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

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.