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

Suzanne van Gils*, Kate E. Horton

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Original languageEnglish
Pages (from-to)455-463
Number of pages9
JournalJournal of Business Research
Volume95
DOIs
Publication statusPublished - Feb 2019

Keywords

  • Moral identity
  • Compensation
  • Ethical brands
  • Customers
  • BEHAVIOR
  • RECOVERY
  • APOLOGY
  • GREEN
  • SATISFACTION
  • WILLINGNESS
  • RECOGNITION
  • COMPLAINTS
  • INTENTION
  • JUDGMENTS

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