Understanding Consumer Brand Forgiveness

Siamagka, Nikoletta-Theofania; Christodoulides, George

doi:10.15444/gmc2016.03.04.02

Global Marketing Conference Proceeding

2016

DOI: 10.15444/gmc2016.03.04.02

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Understanding Consumer Brand Forgiveness

Nikoletta-Theofania Siamagka

George Christodoulides

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2020

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The Relationship Between Consumers’ Tendency to Forgive and Their Brand Loyalty: A New Strategy Proposal

Özden

2020

Süleyman Demirel Üniversitesi Vizyoner Dergisi

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The study is conducted to find out the relationship between the tendencies of consumers from different cultures to forgive others and their brand loyalty. The study also aims to investigate the loyalty level shown by consumers who experienced problems with a brand they bought for the first time when their problems are solved. With these purposes, a questionnaire is applied to 735 consumers from Azerbaijan and Turkey. According to the results obtained, participants with both low and high tendency to forgive others are found to have high brand loyalty irrespective of their tendency to forgive others when their problem with the brand is solved satisfactorily. In this case, it can be said that consumers heroize brands and show loyalty. It is thought that the study is a comprehensive study in terms of the number of consumers reached, the fact that it is conducted in two different countries and three different cities and in terms of its results. Thus, the study is important in that it discusses the relationship between tendency to forgive and brand loyalty and in terms of its suggestions developed in line with the results obtained and in terms of its originality.

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The Relationship Between Consumers’ Tendency to Forgive and Their Brand Loyalty: A New Strategy Proposal

Özden

2020

Süleyman Demirel Üniversitesi Vizyoner Dergisi

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Understanding Consumer Brand Forgiveness

Cited by 1 publication

References 8 publications

The Relationship Between Consumers’ Tendency to Forgive and Their Brand Loyalty: A New Strategy Proposal

The Relationship Between Consumers’ Tendency to Forgive and Their Brand Loyalty: A New Strategy Proposal

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