Forgive and Forget: Can Brand Transgression Lead to Behavioral Intention?
The aim of this research is to expand the corpus of knowledge relating to the antecedents and outcomes of brand forgiveness among Islamic banking customers in Malaysia. Despite a plethora of research that has examined the linkage between brand transgression and brand forgiveness, the current study f...
| Published in: | Iranian journal of Management Studies |
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| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
University of Tehran, College of Farabi
2023
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85173451024&doi=10.22059%2fijms.2023.346490.675248&partnerID=40&md5=0c8146c102f03db60c9e83914e584a89 |