empirical findings on brand personality and failure type on consumer forgiveness

Empirical Findings on Brand Personality and Failure Type on Consumer Forgiveness

Introduction

Understanding how consumers forgive brands after failures is crucial for maintaining brand loyalty and customer satisfaction. Recent research has delved into the roles of brand personality and failure type in shaping consumer forgiveness. This review synthesizes empirical findings from multiple studies to provide a comprehensive understanding of these dynamics.

Key Findings

Brand Personality and Consumer Expectations
- Warm vs. Competent Brands: Brands with a dominant personality, whether warm or competent, elicit different consumer expectations. Interestingly, consumers are more likely to forgive brand failures that violate their expectations rather than those that meet them. This phenomenon occurs independently of the consumer's relationship with the brand, suggesting that brand personality alone can significantly influence forgiveness.
- Brand Credibility and Re-evaluation: The interactive effect of brand personality and failure type on forgiveness is mediated by brand credibility. Additionally, consumers' desire to re-evaluate the brand serves as a moderator, indicating that brand personality can bolster consumer perceptions post-failure.
Brand Equity Orientation and Failure Type
- Mediation Role of Forgiveness: Forgiveness mediates the relationship between service recovery and consumer satisfaction. The type of failure and brand equity orientation significantly influence this mediation effect. Specifically, there is a notable three-way interaction between service recovery, brand equity orientation, and failure type on recovery satisfaction.
- Psychological Processes: The study emphasizes the importance of psychological processes, such as forgiveness, in explaining the effects of recovery strategies on consumer satisfaction. This highlights the need for businesses to develop recovery strategies that evoke consumer forgiveness to enhance recovery satisfaction.
Consumer Personality Characteristics and Service Failure Severity
- Religiosity and Emotional Intelligence: Consumer religiosity positively affects both emotional and decisional forgiveness. Emotional intelligence moderates the relationship between service failure severity and emotional forgiveness, suggesting that consumers with higher emotional intelligence are more likely to forgive severe service failures emotionally.
- Severity of Service Failure: The perceived severity of service failure negatively impacts both types of forgiveness. However, the relationship between severity and forgiveness is complex and influenced by individual consumer characteristics.
Interpersonal Attachment Styles and Thinking Styles
- Attachment Styles: Secure attachment styles and holistic thinking can weaken the negative impact of service failure severity on brand forgiveness. Conversely, anxious attachment styles and analytic thinking amplify the negative relationship. Avoidance attachment styles do not significantly affect this relationship.
- Psychological Profiling: The study underscores the importance of psychological profiling in understanding consumer forgiveness. Emotional and cognitive typologies of consumers are crucial for predicting how they will respond to service failures.

Conclusion

The empirical findings highlight the intricate interplay between brand personality, failure type, and consumer forgiveness. Brands can leverage these insights to develop targeted recovery strategies that consider consumer expectations, psychological traits, and the nature of the failure. By doing so, they can enhance consumer forgiveness and maintain brand loyalty even in the face of failures.

References

How brand personality and failure-type shape consumer forgiveness.
Gaining satisfaction: the role of brand equity orientation and failure type in service recovery.
The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes.
The effect of service failure severity on brand forgiveness: the moderating role of interpersonal attachment styles and thinking styles.

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Empirical findings on brand personality and failure type on consumer forgiveness

Summary