Brand Crisis and Consumer Purchase: The Mediating Effect of Consumer Forgiveness and Moderating Effect of Consumer-Brand Relationship

ZHOU Guang, YU Mingyang, XUE Ke, ZHAO Yuanjun

Jinan Journal ›› 2021, Vol. 43 ›› Issue (3) : 87-101.

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Jinan Journal ›› 2021, Vol. 43 ›› Issue (3) : 87-101.

Brand Crisis and Consumer Purchase: The Mediating Effect of Consumer Forgiveness and Moderating Effect of Consumer-Brand Relationship

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