Hot and cold: How do consumers hate and forgive offending charity brands?
Chen Ren,
Dmytro Moisieiev,
Padmali Rodrigo
et al.
Abstract:When brands transgress, consumers often react by hating them and sometimes forgiving them. Charity brands transgress, too, including serious transgressions of a sexual nature or against children. Charity brands contribute greatly to the economy, but differ from for‐profit brands in their nature and do transgress; yet whether charity brands are hated and forgiven similarly to for‐profit brands has not been researched adequately. Our study aimed to build a framework that demonstrates the antecedents of charity b… Show more
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