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Me, Myself, and My Close Brands: The...

Luebke, Sarah S. F.

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Me, Myself, and My Close Brands: The Effect of Close Brand Relationships on Forgiveness Likelihood.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Me, Myself, and My Close Brands: The Effect of Close Brand Relationships on Forgiveness Likelihood./
作者:	Luebke, Sarah S. F.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2024,
面頁冊數:	125 p.
附註:	Source: Dissertations Abstracts International, Volume: 86-01, Section: B.
Contained By:	Dissertations Abstracts International86-01B.
標題:	Personality psychology. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31239188
ISBN:	9798383190593

Me, Myself, and My Close Brands: The Effect of Close Brand Relationships on Forgiveness Likelihood.
Luebke, Sarah S. F.

Me, Myself, and My Close Brands: The Effect of Close Brand Relationships on Forgiveness Likelihood. - Ann Arbor : ProQuest Dissertations & Theses, 2024 - 125 p.

Source: Dissertations Abstracts International, Volume: 86-01, Section: B.

Thesis (Ph.D.)--The University of Iowa, 2024.

In this research, we study how the diagnosticity of a brand's transgressions and the closeness of the brand's consumers work together to affect how consumers reduce blame on the brand. Through moral decoupling, brand forgiveness likelihood and subsequent repurchase from consumers are affected. In other words, we suggest that transgression diagnosticity and consumers' closeness to a brand affect how consumers are able to morally decouple, or separate the brand's morality and performance, which subsequently affects consumers' forgiveness likelihood and repurchase intentions. In five studies, we test our model, using several different dependent variables. We end with a discussion on our findings, limitations, and future research.

ISBN: 9798383190593Subjects--Topical Terms:

2144789
Personality psychology.
Subjects--Index Terms:

Brand relationships

Me, Myself, and My Close Brands: The Effect of Close Brand Relationships on Forgiveness Likelihood.
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100 1 $a Luebke, Sarah S. F. $3 3773256
245 1 0 $a Me, Myself, and My Close Brands: The Effect of Close Brand Relationships on Forgiveness Likelihood.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2024
300 $a 125 p.
500 $a Source: Dissertations Abstracts International, Volume: 86-01, Section: B.
500 $a Advisor: Galoni, Chelsea;Cole, Catherine A.
502 $a Thesis (Ph.D.)--The University of Iowa, 2024.
520 $a In this research, we study how the diagnosticity of a brand's transgressions and the closeness of the brand's consumers work together to affect how consumers reduce blame on the brand. Through moral decoupling, brand forgiveness likelihood and subsequent repurchase from consumers are affected. In other words, we suggest that transgression diagnosticity and consumers' closeness to a brand affect how consumers are able to morally decouple, or separate the brand's morality and performance, which subsequently affects consumers' forgiveness likelihood and repurchase intentions. In five studies, we test our model, using several different dependent variables. We end with a discussion on our findings, limitations, and future research.
590 $a School code: 0096.
650 4 $a Personality psychology. $3 2144789
650 4 $a Social psychology. $3 520219
653 $a Brand relationships
653 $a Brand transgression
653 $a Brands
653 $a Close relationships
653 $a Diagnosticity
653 $a Self-brand connection
690 $a 0338
690 $a 0310
690 $a 0625
690 $a 0451
710 2 $a The University of Iowa. $b Business Administration. $3 1265140
773 0 $t Dissertations Abstracts International $g 86-01B.
790 $a 0096
791 $a Ph.D.
792 $a 2024
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31239188