Figure 1
The diagram displays a flowchart that explores how brand transgressions affect consumer behavior online. It highlights four major components: 'Prior brand relationship' and 'Individual consumer characteristics' lead to a 'Brand transgression event.' This event prompts 'Cognitive appraisal' and 'Emotional response.' The online environment is characterized by factors like consumer empowerment, human-technology interaction, and information volume. An arrow indicates a flow from emotional responses to 'Behavioural response (online)' and 'Behavioural response (offline).' Key terms and phrases are shown within boxes and linked by arrows, illustrating the connections and pathways through which each element interacts in a chronological format.Conceptual framework
Source(s): Authors’ own work