Forgiving a Loved Brand in the Face of a Transgression: An Exploratory Study


  • Komal S. Karani Lamar University


This is exploratory research using focus groups to study consumers’ responses following transgressions by a loved brand. The focus of this research was exploring why consumers forgive some brands more readily after a transgression as compared to others. This study found that consumers were more willing to forgive brands that they perceived as sharing their regional identity. Nostalgia and value were two other factors that consumers considered when it came to resuming purchase of the brand. Consumers who felt a sense of loss when the brand was off the shelves and those that believed the company had done everything right after the transgression were also inclined to forgive the brand.


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