“…Turning to other studies, instead of separate organizational improvement into sub-groups, other authors summarized brand's actions in accepting responsibility and preventing reoccurrence with improvement campaign such as conciliation (Hearit, 1997(Hearit, , 2006, correction (Benoit, 1997;Dutta & Pullig, 2011;Liu et al, 2018), added value actions (Alonso-Almeida & Bremser, 2013;Semerciöz et al, 2015), compromise (Wang et al, 2015). Although fore-mentioned strategies were named distinctively in prior studies, the implications for branders and brand managers are similar and compatible.…”