How can ethical brands respond to service failures? Understanding how moral identity motivates compensation preferences through self-consistency and social approval

We examine how the two dimensions of moral identity - internalization and symbolization - impact on customers' relationships with ethical brands, as well as their satisfaction with different types of (private versus public) compensation and apologies following service failures. We propose and find in a field study of customers of a green social enterprise (N = 159) and in an online scenario study (N = 214) that high moral identity...