Brand Love and Brand Forgiveness: An Empirical Study in Turkey
Brand Love and Brand Forgiveness: An Empirical Study in Turkey

Summary/Abstract: Brand love is an interesting and important concept that required further research in brandmanagement. This study tested the impacts of consumer attitudes, subjective norms, and brandanthropomorphization on brand love and brand forgiveness in the framework provided by thetheory of planned behavior. Regression analyses showed that brand anthropomorphization andsubjective norms have a signifi cant impact on brand love. Brand love positively infl uences brandforgiveness and acts as a mediator between subjective norms, brand anthropomorphization, andbrand forgiveness constructs. Besides mediation, brand anthropomorphization directly infl uencesbrand forgiveness. The fi ndings of this study contribute to the existing knowledge on brand loveand brand forgiveness concepts by presenting empirical research fi ndings that investigate brandlove antecedents. This study has also shown the signifi cant impact of anthropomorphizing a brandon brand forgiveness and brand love.

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