No matter what you do, I still love you: an examination of consumer reaction to brand transgressions

Purpose This paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand, perceived brand equity and brand love, and compares these effects on brands that are viewed positively versus brands that are viewed negatively. Design/methodology/approach Two studies were deployed. In the first study, a 2 × 2 between subjects factorial design using...