That is disgusting! Should I trust you?: The role of mindsets in brand trust after a negative incident
Purpose – The purpose of this investigation was to examine the influence of mindsets on consumers’ reactions to a negative event involving a corporate brand. Design/methodology/approach – We conducted two studies, one qualitative and one quantitative. In study 1, participants were shown a picture...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Fundação Escola de Comércio Álvares Penteado
2019-04-01
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| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | https://rbgn.fecap.br/RBGN/article/view/3973/pdf |