Brand Love and Brand Forgiveness: an Empirical Study in Turkey
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Date
2022-04-12
Authors
Tosun, Petek
Yanar Gürce, Merve
Öncü Eroğlu Pektaş, Güzide
Journal Title
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Publisher
Warsaw: Faculty of Management Publishing House. University of Warsaw
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Abstract
Brand love is an interesting and important concept that required further research in brand
management. This study tested the impacts of consumer attitudes, subjective norms, and brand
anthropomorphization on brand love and brand forgiveness in the framework provided by the
theory of planned behavior. Regression analyses showed that brand anthropomorphization and
subjective norms have a signifi cant impact on brand love. Brand love positively infl uences brand
forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and
brand forgiveness constructs. Besides mediation, brand anthropomorphization directly infl uences
brand forgiveness. The fi ndings of this study contribute to the existing knowledge on brand love
and brand forgiveness concepts by presenting empirical research fi ndings that investigate brand
love antecedents. This study has also shown the signifi cant impact of anthropomorphizing a brand
on brand forgiveness and brand love.
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ORCID
Keywords
brand love, brand forgiveness, anthropomorphism, retail brands
Turkish CoHE Thesis Center URL
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Citation
WoS Q
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Source
Volume
1
Issue
14
Start Page
22
End Page
39