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Brand Forgiveness

BFWillingness to repurchase a brand despite having experienced a product failure
4 items 2018 α .93 Free Huang, X., Huang, Z., & Wyer, R. S.

What it measures

Four items measure the extent to which a consumer is willing to give a brand another chance and purchase it again after having experienced a defective product. Huang, Huang, and Wyer (2018) used the scale in Study 8 with 202 U.S. MTurk participants, borrowing it from Fedorikhin, Park, and Thomson (2008), who reported an alpha of .78 in their study.

Citation

Huang, X., Huang, Z., & Wyer, R. S. (2018). The influence of social crowding on brand attachment. Journal of Consumer Research, 44(5), 1068–1084.

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