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Keywords: Forgiveness
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (10): 2317–2342.
Published: 24 August 2020
...Ke Ma; Xin Zhong; Guanghui Hou Purpose This study aims to examine the role played by brand equity orientation and failure type in service recovery. Specifically, through the lens of forgiveness, the way brand equity orientation and failure type influence consumer response to recovery is revealed...
