Consumers’ Reactions to Brand Transgressions and Recovery Strategies: The Moderating Effect of Brand Image and the Mediating Role of Forgiveness
Objective Consumer-brand relationship is a well-documented phenomenon in marketing and consumer behavior. Relational marketing strategies focus on high customer retention rates, which depend on superior product or service delivery. Unfortunately, the unique nature of businesses makes it unrealistic...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2024-09-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_97363_37c9bcf5c3c81c21d28663720a906940.pdf |
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