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This study aims to investigate the interactive effects of brand biography and brand transgression type on consumers' forgiveness intention. Brand transgression is categorized as relational or nonrelational, with the former (compared to the latter) seriously undermining consumers' high identification with underdog brands. Across four experimental studies in which transgression type is manipulated in three different ways, it is confirmed that when facing nonrelational transgressions, participants show greater forgiveness intention for underdog than for top-dog brands. However, when facing relational transgressions, they do not show increased forgiveness intention for underdog brands compared to top-dog brands. Moreover, perceived anger mediates the interaction effect between brand biography and brand transgression type on forgiveness intention. The theoretical and managerial implications of the findings are discussed.

The current study aims to suggest a modified pyramid of corporate social responsibility (CSR) in the airline industry and find the moderating effects of consumer’s CSR experience (CSRE). Although previous studies proved the positive effects of CSR, there are surprisingly few research studies that incorporate Carroll’s fundamental CSR and specific issues of environmental responsibility in the airline industry as the integrated model. Thus, we suggest an alternative perspective of CSR, which can apply exclusively in the airline industry. Second, the moderating role of CSRE is demonstrated in a critical manner. To be specific, we hypothesize that sharing the same experience of altruistic motives may increase intimacy between the company and consumers, which affects a positive CSR evaluation. Therefore, consumers sharing the CSRE may perceive the CSR initiative more positively when compared to those who were not involved in the CSR programs before. By using the structural equation model (SEM) and ordinary least square (OLS) regression, we examined the effects of the modified pyramid of CSR on the corporate image (CI) and the moderating role of CSRE on customer loyalty (CL). The findings suggest that airline managers should consider environmental responsibility in CSR activities and design a variety of programs that should be designed to enhance consumers’ CSRE.