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Keywords: Empathy toward the brand
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Journal Articles
Journal of Service Theory and Practice (2024) 34 (5): 689–709.
Published: 17 May 2024
... mediating analysis. Findings The results indicate that brand avatars enhance consumer forgiveness. Moreover, empathy toward a brand plays a mediating role in the effect of brand avatars on consumer forgiveness. Additionally, when a humorous response is present, a brand avatar can enhance customer...
Includes: Supplementary data
