Brand Forgiveness Scale

What it measures

Measures the willingness of consumers to forgive a brand following a transgression or failure. Brand forgiveness is increasingly important in crisis management and service recovery research — brands with strong emotional bonds and high consumer identification receive more forgiveness after failures. Related to but distinct from forgiveness of persons.

Representative items

• I am willing to forgive this brand for what happened.
• I can let go of my negative feelings toward this brand.
• I would give this brand a second chance.
• I am ready to move forward in my relationship with this brand.
• Despite what happened, I still have positive feelings toward this brand.

Citation

Hegner, S.M., Beldad, A.D., & Kamphuis op Koele, S. (2014). In automatic we trust: Investigating the impact of brand trust on purchase willingness following brand transgressions. Journal of Product & Brand Management, 23(2), 93–101.