...Clemens Luis Ammann; Jonathan Matzinger; Harley Krohmer Purpose This paper aims to examine how strong (vs weak) brand purpose influences consumer forgiveness during public brand criticism and how managerial response strategies moderate this effect. Design/methodology/approach A pilot study...

..., there is a critical need to explore its consequences and mitigation strategies. This study aims to investigate the effects of greenwashing across varying levels of severity on consumer forgiveness and brand attitude, with growth beliefs and apology sincerity serving as moderators. Design/methodology/approach...