High-honor consumers are a major obstacle for firms facing a brand failure. To overcome this challenge, the authors offer strategies, including (1) allowing high-honor consumers to suggest ways to punish the offending employee, and (2) offering simple, heartfelt apologies to high-honor consumers, which are as effective as monetary compensations.
The authors would like to thank Ashwani Monga, Carlos Torelli, Terry Shimp, Vanitha Swaminathan, and seminar participants at Koc University for their constructive feedback. The authors are grateful for a grant from the Darla Moore School of Business Research grant program.
May, F., Monga, A.B. and Kalaignanam, K. (2015), "Consumer Responses to Brand Failures: The Neglected Role of Honor Values", Brand Meaning Management (Review of Marketing Research, Vol. 12), Emerald Group Publishing Limited, pp. 257-291. https://doi.org/10.1108/S1548-643520150000012010Download as .RIS
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