To Forgive or Not? : Consumers’ Response to Brand Transgression

To Forgive or Not? : Consumers’ Response to Brand Transgression

https://jyx.jyu.fi/handle/123456789/93741

http://www.urn.fi/URN:NBN:fi:jyu-202402292213

To Forgive or not Extended Abstract.pdf (University of Jyväskylä - JYX)

https://www.ama.org/wp-conte...s-4.19-1.pdf (University of Jyväskylä - JYX)

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Article

Salimi, Mitra ; Uusitalo, Outi ; Niininen, Outi ; Munnukka, Juha ; Umashankar, Nita ; Lisjak, Monika ; Kauppakorkeakoulu ; School of Business and Economics ; Kestävä liiketoiminta ja talous (painoala) ; Resurssiviisausyhteisö ; Digitaalinen liiketoiminta ja talous (painoala) ; Digital marketing and Communication ; Markkinointi ; Sustainable Business ; Sustainable Business and Economy (focus area) ; School of Resource Wisdom ; Digital Business and Economy (focus area) ; Marketing

American Marketing Association 2023

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Language

English

Series

AMA Educators Proceedings

Subjects

asiakassuhde

brändit

ISSN

1935-1712

Contained in

AMA Winter Academic Conference 2023 : Reconnecting and Reconceiving the Marketplace