Nobi, Benjamin; Kim, Kyung-Min; Lee, Sangwon - In: Journal of Asia Business Studies 16 (2021) 6, pp. 1030-1040
Purpose: This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between BT and BRQ. This study advances knowledge in consumer behavior by showing how consumers offer to deal with...
