Corporate brand rehab: Diagnosing trust repair mechanisms in the service sectors

Purpose and objectives In recent times, a number of spectacular organizational transgressions have damaged consumers trust towards corporate brands. To survive, these damaged brands must ‘spend some time in the trust rehabilitation clinic’ to repair and regain trust. Trust repair is a complex brand-specific rehabilitation process. According to Bachmann, Gillespie and Priem (2015), a combination of multiple approaches is required for trust...