In the present study, we have explored the role of brand trust and consumer brand identification in evoking brand forgiveness when individuals are exposed to communications related to corporate social responsibility (CSR) wrongdoings. Grounded in attribution theory, we have developed and empirically tested a conceptual model to assess the effectiveness of brand trust in facilitating the attribution of wrongdoings either internally (e.g., believing that the brand had wrong intentions) or externally (e.g., believing that there are other factors beyond the brand's control) in influencing brand forgiveness. We conducted an online experiment utilizing Amazon Mechanical Turk (MTurk) to recruit participants from the U.S. national population (N = 620) following a quota sampling method. Structural equation modeling (SEM) was performed in Mplus to analyze the hypothesized direct and mediation relationships. Multivariate analysis of variance (MANOVA) was performed to test the moderating hypotheses in SPSS (i.e., the interplay of brand trust and consumer brand identification in influencing internal and external attributions). Supporting the hypotheses, we found that brand trust positively influenced external attribution and external attributions, evoking brand forgiveness when individuals are exposed to communications related to CSR wrongdoings. However, contrary to our expectation, we found that the brand trust positively influenced internal attribution which indicated that higher the degree of faith individuals had in the brands, higher their tendency was to consider the possibility that the brand was indeed involved in unethical CSR practices.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc2332631 |
| Date | 05 1900 |
| Creators | Rahman, Md Merajur |
| Contributors | Chakraborty, Swagata, Kim, HaeJung Maria, Zhang, Xingyi |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Rahman, Md Merajur, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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