Wilt Thou Forgive That Sin? – the Influence of Brand Heritage on Consumer Reactions to Brand Transgressions

Six experiments demonstrate that consumers are more likely to forgive heritage (vs. non-heritage) brands and exhibit less negative attitudes, reduced negative word-of-mouth, and unethical punishment behaviors toward them in the event of a brand transgression. The effect is mediated by the individual’s construal level induced by heritage (vs. non-heritage) brands.



Citation:

Amogh Kumbargeri, Sudipta Mandal, and Mansur Khamitov (2020) ,"Wilt Thou Forgive That Sin? – the Influence of Brand Heritage on Consumer Reactions to Brand Transgressions", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 974-980.

Authors

Amogh Kumbargeri, Indian Institute of Management Ahmedabad, India
Sudipta Mandal, Indian Institute of Management Indore
Mansur Khamitov, NTU Singapore/Indiana University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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