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THE RELATIONSHIP BETWEEN CONSUMERS’ TENDENCY TO FORGIVE AND THEIR BRAND LOYALTY: A NEW STRATEGY PROPOSAL

Year 2020, Volume: 11 Issue: Ek, 134 - 149, 20.12.2020
https://doi.org/10.21076/vizyoner.716084

Abstract

The study is conducted to find out the relationship between the tendencies of consumers from different cultures to forgive others and their brand loyalty. The study also aims to investigate the loyalty level shown by consumers who experienced problems with a brand they bought for the first time when their problems are solved. With these purposes, a questionnaire is applied to 735 consumers from Azerbaijan and Turkey. According to the results obtained, participants with both low and high tendency to forgive others are found to have high brand loyalty irrespective of their tendency to forgive others when their problem with the brand is solved satisfactorily. In this case, it can be said that consumers heroize brands and show loyalty. It is thought that the study is a comprehensive study in terms of the number of consumers reached, the fact that it is conducted in two different countries and three different cities and in terms of its results. Thus, the study is important in that it discusses the relationship between tendency to forgive and brand loyalty and in terms of its suggestions developed in line with the results obtained and in terms of its originality. 

References

  • Aaker, J., Fournier, S. and Brasel, S. A., (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16. doi: 10.1086/383419
  • Aggarwal, P. and Law, S. (2005). Role of relationship norms in processing brand ınformation. Journal of Consumer Research, 32, 453-464. doi: 10.1086/497557
  • Albert, N. and Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266. doi: 10.1108/07363761311328928
  • Anand, V. V., Renganathan, R., Balachandran, S., Suganth, L. T. J., Sravanthi, C. K. and Kumarappan, R. (2016). Brand loyalty – a study with special reference to coca cola in rural areas. Indian Journal of Science and Technology, 9(27), 1-6.
  • Avest, A. T. G. (2013). Are lovers more forgiving?: The applicability of the theory of planned behavior on brand love and brand forgiveness. Master’s Thesis. University of Twente, Enschede.
  • Azar, F., Mullet, E. and Vinsonneau, G. (1999). The propensity to forgive: Findings from Lebanon. Journal of Peace Research, 36(2), 169-181. doi: 10.1177/0022343399036002003
  • Bandyopadhyay, B. and Martell, M. (2007). Does attitudinal loyalty ınfluence behavioral loyalty? a theoretical and empirical study. Journal of Retailing and Consumer Services, 14, 35–44. doi: 10.1016/j.jretconser.2006.03.002
  • Bardakçı, H. (2014). Azerbaycanlı tüketicilerin kültürel boyutlarının tespiti ve bu boyutlar ile tüketici davranışları arasındaki ilişkinin incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(2), 15-28.
  • Bentler, P. M. and Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606. doi: 10.1037/0033-2909.88.3.588
  • Bono, G. and McCullough, M. E. (2004). Religion, forgiveness, and adjustment in older adulthood. K. W. Schaie, N. Krause, and A. Booth (Ed.). Religious influences on health and well-being in the elderly in (163–186). New York: Springer.
  • Browne, M. W. and Cudeck, R. (1993). Alternative ways of assessing model fit. Sage Focus Editions, 154, 136-136. doi: 10.1177/0049124192021002005
  • Carmines, E. G. McIver (1981). Analyzing models with unobserved variables: Analysis of covariance structures. Social Measurement: Current Issues. Newbury Park, CA: Sage.
  • Chaudhuri, A. and Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58. doi: 10.1057/palgrave.bm.2540100
  • Cheng, S. Y., White, T. B. and Chaplin, L. N. (2012). The effects of self‐brand connections on responses to brand failure: A new look at the consumer–brand relationship. Journal of Consumer Psychology, 22(2), 280-288. doi: 10.1016/j.jcps.2011.05.005
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Hillsdale, NJ: Erlbaum.
  • Çokluk, O., Şekercioğlu, G. and Büyüköztürk, Ş. (2012). Sosyal bilimler için çok değişkenli SPSS ve LISREL uygulamaları. Ankara: Pegem Akademi Yayıncılık.
  • Darsono, L. I. and Junaedi, C. M. (2006). An examination of perceived quality, satisfaction and loyalty relationship: applicability of comparative and noncomparative evaluation. Gadjah Mada International Journal of Business, 8(3), 323-342. doi: 10.22146/gamaijb.5612
  • Dick, A. S. and Basu, K. (1994). Customer loyalty: Toward an ıntegrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113. doi: 10.1177/0092070394222001
  • Enright, R. D. (1996). Counseling within the forgiveness triad: On forgiving, receiving forgiveness, and self forgiveness. Counseling and Values, 40(2), 107-126. doi: 10.1002/j.2161-007X.1996.tb00844.x
  • Enright, R.D. and Fitzgibbons, R. P. (2000). Helping clients forgive: An empirical guide for resolving anger and restoring hope. Washington, DC: American Psychological Association.
  • Fehr, R., Gelfand M. J. and Nag, M. (2010). The road to forgiveness: a meta-analytic synthesis of ıts situational and dispositional correlates. Psychological Bulletin, 136(5), 894-914. doi: 10.1037/a0019993
  • Fincham, F. D. (2000). The kiss of the porcupines: From attributing responsibility to forgiving. Personal Relationships, 7(1), 1-23. doi: 10.1111/j.1475-6811.2000.tb00001.x
  • George, D. and Mallery, M. (2010). SPSS for windows step by step: A simple guide and reference, 17.0 update, Boston: Pearson.
  • Ghaemmaghami, P., Allemand, M. and Martin, M. (2011). Forgiveness in younger, middle-aged and older adults: Age and gender matters. Journal of Adult Development, 18(4), 192-203. doi: 10.1007/s10804-011-9127-x
  • Girard, M. and Mullet, E. (1997). Forgiveness in adolescents, young, middle-aged, and older adults. Journal of Adult Development, 4, 209–220. doi: 10.1007/BF02511412
  • Gregoire, Y., Laufer, D. and Tripp, T. (2010). A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power. Journal of the Academy of Marketing Science, 38, 738–758. doi: 10.1007/s11747-009-0186-5
  • Hanke, K. and Fischer, R. (2013). Socioeconomical and sociopolitical correlates of interpersonal forgiveness: A three‐level meta‐analysis of the Enright Forgiveness Inventory across 13 societies. International Journal of Pscyhology, 48(4), 514-526. doi: 10.1080/00207594.2011.651086
  • Harrigan, P., Evers, U., Miles, M. and Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609. doi: 10.1016/j.tourman.2016.09.015
  • Harris, A. H. and Thoresen, C.E. (2005). Forgiveness, unforgiveness, health, and disease. E. L. Worthington (Ed.), Handbook of forgiveness in (321-334). New York: Routledge.
  • Harrison-Walker, L. J. (2019). The critical role of customer forgiveness in successful service recovery. Journal of Business Research, 95, 376-391. doi: 10.1016/j.jbusres.2018.07.049
  • Hofstede, G. (1980). Culture’s consequences: ınternational differences in work related values. London, Newbury Park: Sage Publications.
  • Jang, H., Olfman, L., Ko, I., Koh, J. and Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3), 57-80. doi: 10.2753/JEC1086-4415120304
  • Javed M., Roy S. and Mansoor B. (2015). Will you defend your loved brand?. Fetscherin M., and Heilmann T. (Ed.), Consumer brand relationships, London: Palgrave Macmillan.
  • Kacen, J. and Lee, J. A. (2002). The influence of culture on consumer impulse buying behavior. Journal of Consumer Psychology, 12(2), 163-176. doi: 10.1207/S15327663JCP1202_08
  • Knox, S. and Walker, D. (2003). Empirical developments in the measurement of ınvolvement, brand loyalty and their relationship in grocery markets. Journal of Strategic Marketing, 11(4), 271-286.
  • Kressmann, F., Sirgy, M.J, Herrmann, A., Huber, F., Huber, S. and Lee, D.J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59, 955-964. doi: 10.1016/j.jbusres.2006.06.001
  • Lam, D. (2007). Cultural influence on proneness to brand loyalty. Journal of International Consumer Marketing, 19(3), 7-21. doi: 10.1300/J046v19n03_02
  • Lau, G. and Lee, S. (1999). Consumer’s trust in a brand and link to brand loyalty. Journal of Market Focused Manageement, 4, 341- 370. doi: 10.1023/A:1009886520142
  • McDonald, R. P. and Marsh, H. W. (1990). Choosing a multivariate model: Noncentrality and goodness of fit. Psychological Bulletin, 107(2), 247. doi: 10.1037/0033-2909.107.2.247
  • McGoldrick, P. J. (2002). Retail Marketing, Berkshire: McGraw-Hill Education.
  • Mullet, E., Houdbine, A., Laumonier, S. and Girard, M. (1998). Forgiveness: factor structure in a sample of young, middle-aged, and elderly adults. European Psychologist, 3, 289–297. doi: 10.1027/1016-9040.3.4.289
  • Ndubisi, N. O. (2006). Effect of gender on customer loyalty: a relationship marketing approach. Marketing Intelligence and Planning, 24(1), 48-61. doi: 10.1108/02634500610641552
  • Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4), 33-44. doi: 10.1177/00222429990634s105
  • Özdamar, K. (2004). Paket programlar ile istatistiksel veri analizi (çok değişkenli analizler). Eskişehir: Kaan Kitabevi.
  • Paleari, F. G., Regalia, C. and Fincham, F. D. (2003). Adolescents' willingness to forgive their parents: An empirical model. Parenting: Science and Practice, 3(2), 155-174. doi: 10.1207/S15327922PAR0302_03
  • Park, C. W., MacInnis, D. J. and Priester, J. R. (2014). Research directions on strong brand relationships. Handbook of brand relationships in (401-416). Routledge.
  • Quester, P. and Lim, A. L. (2003). Product involvement/brand loyalty: Is there a link?. Journal of Product and Brand Management, 12(1), 22-38. doi: 10.1108/10610420310463117
  • Rusbult, C. E. and Buunk, B. P. (1993). Commitment processes in close relationships: An interdependence analysis. Journal of Social and Personal Relationships, 10(2), 175-204. doi: 10.1177/026540759301000202
  • Sahay, A. and Sharma, N. (2010). Brand relationships and switching behaviour for highly used products in young consumers. Vikalpa, 35(1), 1-30. doi: 10.1177/0256090920100102
  • Scobie, E. D. and Scobie, G. E.W. (1998). Damaging events: the perceived need for forgiveness. Journal of the Theory of Social Behaviour. 28, 373-401. doi: 10.1111/1468-5914.00081
  • Shergill, G. S. and Li, B. (2005). Internet banking-an empirical ınvestigation of a trust and loyalty model for New Zealand banks. Journal of Internet Commerce, 4(4), 101-118. doi: 10.1300/J179v04n04_07
  • Siamagka, N. T. and Christodoulides, G. (2016, July). Understanding consumer brand forgiveness. Paper presented at the Global Marketing Conference, Hong Kong.
  • Srivastava, P. and Owens, D. L. (2010). Personality traits and their effect on brand commitment: An empirical investigation. The Marketing Management Journal, 20(2), 15–27.
  • Tanaka, J. S. and Huba, G. J. (1985). A fit index for covariance structure models under arbitrary GLS estimation. British Journal of Mathematical and Statistical Psychology, 38(2), 197-201. doi: 10.1111/j.2044-8317.1985.tb00834.x
  • Tangney, J.P., Boone, A.L. and Dearing, R. (2015). Forgiving the self: Conceptual issues and empirical findings. J. Everett and L. Worthington (Ed.), Handbook of forgiveness in (143-158). New York, NY: Routledge.
  • Tsarenko, Y. and Tojib, D. (2015). Consumers’ forgiveness after brand transgression: the effect of the firm’s corporate social responsibility and response. Journal of Marketing Management, 31(17-18), 1851-1877. doi: 10.1080/0267257X.2015.1069373
  • Tüzün, O. and Sayar, K. (2006). Bağlanma kuramı ve psikopatoloji. Düşünen Adam, 19(1), 24-39.
  • Xie, Y. and Peng, S. (2009). How to repair customer trust after negative publicity: The roles of competence, integrity, benevolence, and forgiveness. Psychology and Marketing, 26(7), 572-589. doi: 10.1002/mar.20289

TÜKETİCİLERİN AFFETME EĞİLİMLERİ İLE MARKA SADAKATİ ARASINDAKİ İLİŞKİ: YENİ BİR STRATEJİ ÖNERİSİ

Year 2020, Volume: 11 Issue: Ek, 134 - 149, 20.12.2020
https://doi.org/10.21076/vizyoner.716084

Abstract

Bu çalışma, farklı kültürlerden olan tüketicilerin, başkalarını affetme eğilimleri ile marka sadakatleri arasındaki ilişkiyi incelemek amacıyla yapılmıştır. Araştırmada ayrıca, ilk kez satın aldıkları markada sorun yaşayan tüketicilerin, sorunları çözüldüğünde gösterdikleri sadakat düzeylerinin araştırılması amaçlanmıştır. Bu amaçlarla, Azerbaycan ve Türkiye’den 735 tüketiciye anket uygulanmıştır. Elde edilen sonuçlara göre katılımcıların, başkalarını affetme eğilimi düşük olan da yüksek olan da marka ile yaşanılan sorun tatmin edici şekilde çözüldüğünde, başkalarını affetme eğilimleri fark etmeksizin marka sadakatleri yüksek olmaktadır. Bu durumda, tüketicilerin markaları kahramanlaştırdıkları ve sadakat gösterdikleri söylenebilir. Çalışmanın ulaşmış olduğu tüketici sayısı, iki farklı ülke ile 3 farklı şehirde yürütülmüş olması ve sonuçları açısından, kapsayıcı olduğu düşünülmektedir. Dolayısıyla bu çalışma, affetme eğilimi ve marka sadakati arasındaki ilişkiyi farklı bir yaklaşımla ele almış olması, elde edilen sonuçlar doğrultusunda geliştirilmiş olunan önerileri ve özgünlüğü açısından önem taşımaktadır. 

References

  • Aaker, J., Fournier, S. and Brasel, S. A., (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16. doi: 10.1086/383419
  • Aggarwal, P. and Law, S. (2005). Role of relationship norms in processing brand ınformation. Journal of Consumer Research, 32, 453-464. doi: 10.1086/497557
  • Albert, N. and Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266. doi: 10.1108/07363761311328928
  • Anand, V. V., Renganathan, R., Balachandran, S., Suganth, L. T. J., Sravanthi, C. K. and Kumarappan, R. (2016). Brand loyalty – a study with special reference to coca cola in rural areas. Indian Journal of Science and Technology, 9(27), 1-6.
  • Avest, A. T. G. (2013). Are lovers more forgiving?: The applicability of the theory of planned behavior on brand love and brand forgiveness. Master’s Thesis. University of Twente, Enschede.
  • Azar, F., Mullet, E. and Vinsonneau, G. (1999). The propensity to forgive: Findings from Lebanon. Journal of Peace Research, 36(2), 169-181. doi: 10.1177/0022343399036002003
  • Bandyopadhyay, B. and Martell, M. (2007). Does attitudinal loyalty ınfluence behavioral loyalty? a theoretical and empirical study. Journal of Retailing and Consumer Services, 14, 35–44. doi: 10.1016/j.jretconser.2006.03.002
  • Bardakçı, H. (2014). Azerbaycanlı tüketicilerin kültürel boyutlarının tespiti ve bu boyutlar ile tüketici davranışları arasındaki ilişkinin incelenmesi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(2), 15-28.
  • Bentler, P. M. and Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606. doi: 10.1037/0033-2909.88.3.588
  • Bono, G. and McCullough, M. E. (2004). Religion, forgiveness, and adjustment in older adulthood. K. W. Schaie, N. Krause, and A. Booth (Ed.). Religious influences on health and well-being in the elderly in (163–186). New York: Springer.
  • Browne, M. W. and Cudeck, R. (1993). Alternative ways of assessing model fit. Sage Focus Editions, 154, 136-136. doi: 10.1177/0049124192021002005
  • Carmines, E. G. McIver (1981). Analyzing models with unobserved variables: Analysis of covariance structures. Social Measurement: Current Issues. Newbury Park, CA: Sage.
  • Chaudhuri, A. and Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58. doi: 10.1057/palgrave.bm.2540100
  • Cheng, S. Y., White, T. B. and Chaplin, L. N. (2012). The effects of self‐brand connections on responses to brand failure: A new look at the consumer–brand relationship. Journal of Consumer Psychology, 22(2), 280-288. doi: 10.1016/j.jcps.2011.05.005
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Hillsdale, NJ: Erlbaum.
  • Çokluk, O., Şekercioğlu, G. and Büyüköztürk, Ş. (2012). Sosyal bilimler için çok değişkenli SPSS ve LISREL uygulamaları. Ankara: Pegem Akademi Yayıncılık.
  • Darsono, L. I. and Junaedi, C. M. (2006). An examination of perceived quality, satisfaction and loyalty relationship: applicability of comparative and noncomparative evaluation. Gadjah Mada International Journal of Business, 8(3), 323-342. doi: 10.22146/gamaijb.5612
  • Dick, A. S. and Basu, K. (1994). Customer loyalty: Toward an ıntegrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113. doi: 10.1177/0092070394222001
  • Enright, R. D. (1996). Counseling within the forgiveness triad: On forgiving, receiving forgiveness, and self forgiveness. Counseling and Values, 40(2), 107-126. doi: 10.1002/j.2161-007X.1996.tb00844.x
  • Enright, R.D. and Fitzgibbons, R. P. (2000). Helping clients forgive: An empirical guide for resolving anger and restoring hope. Washington, DC: American Psychological Association.
  • Fehr, R., Gelfand M. J. and Nag, M. (2010). The road to forgiveness: a meta-analytic synthesis of ıts situational and dispositional correlates. Psychological Bulletin, 136(5), 894-914. doi: 10.1037/a0019993
  • Fincham, F. D. (2000). The kiss of the porcupines: From attributing responsibility to forgiving. Personal Relationships, 7(1), 1-23. doi: 10.1111/j.1475-6811.2000.tb00001.x
  • George, D. and Mallery, M. (2010). SPSS for windows step by step: A simple guide and reference, 17.0 update, Boston: Pearson.
  • Ghaemmaghami, P., Allemand, M. and Martin, M. (2011). Forgiveness in younger, middle-aged and older adults: Age and gender matters. Journal of Adult Development, 18(4), 192-203. doi: 10.1007/s10804-011-9127-x
  • Girard, M. and Mullet, E. (1997). Forgiveness in adolescents, young, middle-aged, and older adults. Journal of Adult Development, 4, 209–220. doi: 10.1007/BF02511412
  • Gregoire, Y., Laufer, D. and Tripp, T. (2010). A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power. Journal of the Academy of Marketing Science, 38, 738–758. doi: 10.1007/s11747-009-0186-5
  • Hanke, K. and Fischer, R. (2013). Socioeconomical and sociopolitical correlates of interpersonal forgiveness: A three‐level meta‐analysis of the Enright Forgiveness Inventory across 13 societies. International Journal of Pscyhology, 48(4), 514-526. doi: 10.1080/00207594.2011.651086
  • Harrigan, P., Evers, U., Miles, M. and Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609. doi: 10.1016/j.tourman.2016.09.015
  • Harris, A. H. and Thoresen, C.E. (2005). Forgiveness, unforgiveness, health, and disease. E. L. Worthington (Ed.), Handbook of forgiveness in (321-334). New York: Routledge.
  • Harrison-Walker, L. J. (2019). The critical role of customer forgiveness in successful service recovery. Journal of Business Research, 95, 376-391. doi: 10.1016/j.jbusres.2018.07.049
  • Hofstede, G. (1980). Culture’s consequences: ınternational differences in work related values. London, Newbury Park: Sage Publications.
  • Jang, H., Olfman, L., Ko, I., Koh, J. and Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3), 57-80. doi: 10.2753/JEC1086-4415120304
  • Javed M., Roy S. and Mansoor B. (2015). Will you defend your loved brand?. Fetscherin M., and Heilmann T. (Ed.), Consumer brand relationships, London: Palgrave Macmillan.
  • Kacen, J. and Lee, J. A. (2002). The influence of culture on consumer impulse buying behavior. Journal of Consumer Psychology, 12(2), 163-176. doi: 10.1207/S15327663JCP1202_08
  • Knox, S. and Walker, D. (2003). Empirical developments in the measurement of ınvolvement, brand loyalty and their relationship in grocery markets. Journal of Strategic Marketing, 11(4), 271-286.
  • Kressmann, F., Sirgy, M.J, Herrmann, A., Huber, F., Huber, S. and Lee, D.J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59, 955-964. doi: 10.1016/j.jbusres.2006.06.001
  • Lam, D. (2007). Cultural influence on proneness to brand loyalty. Journal of International Consumer Marketing, 19(3), 7-21. doi: 10.1300/J046v19n03_02
  • Lau, G. and Lee, S. (1999). Consumer’s trust in a brand and link to brand loyalty. Journal of Market Focused Manageement, 4, 341- 370. doi: 10.1023/A:1009886520142
  • McDonald, R. P. and Marsh, H. W. (1990). Choosing a multivariate model: Noncentrality and goodness of fit. Psychological Bulletin, 107(2), 247. doi: 10.1037/0033-2909.107.2.247
  • McGoldrick, P. J. (2002). Retail Marketing, Berkshire: McGraw-Hill Education.
  • Mullet, E., Houdbine, A., Laumonier, S. and Girard, M. (1998). Forgiveness: factor structure in a sample of young, middle-aged, and elderly adults. European Psychologist, 3, 289–297. doi: 10.1027/1016-9040.3.4.289
  • Ndubisi, N. O. (2006). Effect of gender on customer loyalty: a relationship marketing approach. Marketing Intelligence and Planning, 24(1), 48-61. doi: 10.1108/02634500610641552
  • Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4), 33-44. doi: 10.1177/00222429990634s105
  • Özdamar, K. (2004). Paket programlar ile istatistiksel veri analizi (çok değişkenli analizler). Eskişehir: Kaan Kitabevi.
  • Paleari, F. G., Regalia, C. and Fincham, F. D. (2003). Adolescents' willingness to forgive their parents: An empirical model. Parenting: Science and Practice, 3(2), 155-174. doi: 10.1207/S15327922PAR0302_03
  • Park, C. W., MacInnis, D. J. and Priester, J. R. (2014). Research directions on strong brand relationships. Handbook of brand relationships in (401-416). Routledge.
  • Quester, P. and Lim, A. L. (2003). Product involvement/brand loyalty: Is there a link?. Journal of Product and Brand Management, 12(1), 22-38. doi: 10.1108/10610420310463117
  • Rusbult, C. E. and Buunk, B. P. (1993). Commitment processes in close relationships: An interdependence analysis. Journal of Social and Personal Relationships, 10(2), 175-204. doi: 10.1177/026540759301000202
  • Sahay, A. and Sharma, N. (2010). Brand relationships and switching behaviour for highly used products in young consumers. Vikalpa, 35(1), 1-30. doi: 10.1177/0256090920100102
  • Scobie, E. D. and Scobie, G. E.W. (1998). Damaging events: the perceived need for forgiveness. Journal of the Theory of Social Behaviour. 28, 373-401. doi: 10.1111/1468-5914.00081
  • Shergill, G. S. and Li, B. (2005). Internet banking-an empirical ınvestigation of a trust and loyalty model for New Zealand banks. Journal of Internet Commerce, 4(4), 101-118. doi: 10.1300/J179v04n04_07
  • Siamagka, N. T. and Christodoulides, G. (2016, July). Understanding consumer brand forgiveness. Paper presented at the Global Marketing Conference, Hong Kong.
  • Srivastava, P. and Owens, D. L. (2010). Personality traits and their effect on brand commitment: An empirical investigation. The Marketing Management Journal, 20(2), 15–27.
  • Tanaka, J. S. and Huba, G. J. (1985). A fit index for covariance structure models under arbitrary GLS estimation. British Journal of Mathematical and Statistical Psychology, 38(2), 197-201. doi: 10.1111/j.2044-8317.1985.tb00834.x
  • Tangney, J.P., Boone, A.L. and Dearing, R. (2015). Forgiving the self: Conceptual issues and empirical findings. J. Everett and L. Worthington (Ed.), Handbook of forgiveness in (143-158). New York, NY: Routledge.
  • Tsarenko, Y. and Tojib, D. (2015). Consumers’ forgiveness after brand transgression: the effect of the firm’s corporate social responsibility and response. Journal of Marketing Management, 31(17-18), 1851-1877. doi: 10.1080/0267257X.2015.1069373
  • Tüzün, O. and Sayar, K. (2006). Bağlanma kuramı ve psikopatoloji. Düşünen Adam, 19(1), 24-39.
  • Xie, Y. and Peng, S. (2009). How to repair customer trust after negative publicity: The roles of competence, integrity, benevolence, and forgiveness. Psychology and Marketing, 26(7), 572-589. doi: 10.1002/mar.20289
There are 58 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Articles
Authors

Aybike Tuba Özden 0000-0002-3133-3620

Publication Date December 20, 2020
Submission Date April 7, 2020
Published in Issue Year 2020 Volume: 11 Issue: Ek

Cite

APA Özden, A. T. (2020). THE RELATIONSHIP BETWEEN CONSUMERS’ TENDENCY TO FORGIVE AND THEIR BRAND LOYALTY: A NEW STRATEGY PROPOSAL. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 11(Ek), 134-149. https://doi.org/10.21076/vizyoner.716084

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