The moderating effect of brand recovery on brand hate and desire for reconciliation: A PLS-MGA approach
Year: 2018
Type: article
Abstract: This paper discuss the strategies that can control the extreme negative phenomenon called brand hate.Our purpose is to introduce a new concept called brand recovery which helps in managing band hate among consumers after having poor experiences.A model in this regards is assessed empirically.Experiments were conducted on five groups of fast food brand consumers in Pakistan.Different interventions of brand recovery such as apology, compensation, and explanation were applied on five groups to identify which group intervention is suitable for brand hate recovery.A pair-wise comparison was carried out with the help of multigroup analysis in SmartPLS to assess the categorical moderator variable i.e. brand recovery.According to PLS-MGA results, the group that received the combination of all three interventions (i.e.A+C+E) was the most significant in managing brand hate and further lead consumers towards desire for reconciliation.The comparison showed that the control group with no treatment differs significantly from all other groups while there is negligible differences in the remaining groups.
Authors: Ahmed Sheraz, Sharizal Hashim
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2990972568