The International Institute for Science, Technology and Education (IISTE)
Abstract
As market competition becomes more and more fierce, brand building and customer retention are important ways for modern enterprises to find competitive advantages. Some brand problems arise inevitably in the development of modern enterprises. How to survive in a crisis, retain the original customers, which have been the primary businesses for enterprises to find ways to solve. The aim of the present study is to explore the mechanism between brand personalities and brand forgiveness. The explanations for this study is based on the framework of the Theory of Similarity. Combined with the theory, the study explains the influence of brand personality on brand forgiveness from the path of brand trust. And in the context of emotional brand attachment, this mechanism is more obvious. Keywords: Brand personality, Brand trust, Brand forgiveness, Emotional brand attachment DOI: 10.7176/EJBM/11-20-02 Publication date:July 31st 2019
