...Jose Luis Saavedra Torres; Monika Rawal; Ramin Bagherzadeh Purpose This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer behaviors. It mainly answers the research question: does brand...

... the involved brand but who received an inappropriate response. Originality/value This research is one of the first research studies that enables marketers to identify situations when webcare is likely to backfire on the brand after a service failure. Wolfgang J. Weitzl can be contacted...

... Limited Licensed re-use rights only Consumer behaviour Failure Brand evaluation Forgiveness Service failure Brand relationships Brand personality Corporate branding Judgment and decision making Brand failures – or violations of implicit or explicit brand performance expectations...