Explaining consumer–brand forgiveness through the lens of narcissism

Siamagka, Nikoletta-Theofania

doi:10.1108/mip-03-2022-0110

Cited by 1 publication

(2 citation statements)

References 65 publications

(188 reference statements)

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“…This new insight was developed by testing the interrelationship between consumer religiosity, brand loyalty and consumer forgiveness. Previous studies have documented various antecedents of consumer forgiveness, including apology (Nguyen et al , 2020), narcissist admiration and narcissist rivalry (Siamagka, 2023) and pre-transgression, transgression and recovery (Kim et al , 2023). However, the roles of consumer religiosity and consumer forgiveness through brand loyalty have not received adequate attention in the literature.…”

Section: Theoretical Contributionmentioning

confidence: 99%

“…Consumer forgiveness has recently been recognized as the most crucial factor for fostering customer retention and, ultimately, improving business performance (Muhammad, 2020; Shimul et al , 2023; Siamagka, 2023). Research in the field of consumer psychology suggests that consumer forgiveness is perceived as the most potent mechanism for reducing consumer switching behavior (Amani, 2022).…”

Section: Introductionmentioning

confidence: 99%

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Love thinketh no evil: mediation role of brand love on consumer religiosity and consumer forgiveness in Tanzanian Islamic banking

Amani

2023

JIMA

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Purpose This study aims to develop and test a research model that explores the empirical relationship between consumer religiosity, brand love and consumer forgiveness. Its objective was to enhance our understanding of the mechanisms that can influence consumers to extend forgiveness to brands in the context of Islamic banking in Tanzania. Design/methodology/approach The study used a quantitative cross-sectional survey design to gather data from 399 respondents in the Dodoma and Dar-es-salaam regions of Tanzania. A structured questionnaire was used to collect the data, which were subsequently analyzed using structural equation modeling (SEM) with AMOS 21. Findings The study’s findings revealed that consumer forgiveness is influenced by the level of brand love at an individual level. Additionally, the findings indicate that in the context of Islamic banking, brand love is an emotional behavior that is influenced by the strength of religious beliefs, that is, consumer religiosity. Consequently, the findings highlighted the mediating role of brand love in the proposed relationship between consumer religiosity and consumer forgiveness. Practical implications The fact that Islamic banking is guided by Islamic laws (Sharia) and Islamic values means that competitiveness in this sector can be established by serving consumers who are well-versed in Islamic teachings and doctrines. Furthermore, customers who possess a strong understanding of Islamic teachings and doctrines can be an asset to Islamic banks, as they are less likely to switch banks due to service delivery issues. Originality/value This empirical study is one of the few attempts to explore the relationship between consumer religiosity, consumer forgiveness and brand love. It expands our understanding of consumer forgiveness by examining the influence of deontological norms (applying norms to assess Islamic banking practices) and teleological evaluation (evaluating Islamic banking practices based on the overall balance of right and wrong expected to occur).

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Section: Theoretical Contributionmentioning

confidence: 99%