Keywords: CSR-related wrongdoings
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Journal Articles

“I know the brand is better than that”: brand trust and consumer-brand identification evoking brand forgiveness after CSR-related wrongdoings

Md Merajur Rahman, Swagata Chakraborty
Journal: Social Responsibility Journal
Social Responsibility Journal (2025) 21 (7): 1401–1420.
https://doi.org/10.1108/SRJ-01-2025-0072
Published: 21 April 2025
... trust positively influenced both external and internal attributions of CSR-related wrongdoing, which in turn evoked brand forgiveness. A multivariate analysis of variance indicated that both external and internal attributions were higher when both consumer-brand identification and brand trust were high...
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