THE ROLE OF BRAND LEGITIMACY FOR CUSTOMER FORGIVENESS

ผู้แต่ง

  • Patcharee Hongthong Faculty of Business Administration and Accountancy, Khon Kaen University
  • Pensri Jaroenwanit Faculty of Business Administration and Accountancy, Khon Kaen University
  • James E. Nelson Leeds School of Business at the University of Colorado Boulder
  • Bilal Khalid King Mongkut’s Institute of Technology Ladkrabang

คำสำคัญ:

Brand Legitimacy, Brand Nostalgia, Brand Forgiveness, Institutional Theory, Structural Equation Modeling, Brand Failure

บทคัดย่อ

This research examines the impact of Brand Legitimacy on consumer forgiveness following brand failure, with Brand Nostalgia as a mediating process. Based on the Institutional Theory, the study develops and tests a structural model where Brand Legitimacy positively influences Brand Nostalgia and Brand Forgiveness, and Brand Nostalgia has a positive impact on Brand Forgiveness in return. The data were compiled from 1,286 Thailand consumers who had been exposed to a brand failure in the airline and smartphone service industries. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) supported the three hypothesized relationships at a good level of model fit and ability to explain variance. Brand Legitimacy was found to be a significant predictor, both directly and indirectly via nostalgia influencing Brand Forgiveness. Some misspecifications regarding AVE and discriminant validity were identified, however model fit improved reliability. The findings offer implications on the emotional and cultural salience of legitimacy in post-crisis recovery, that is, brands that align with the values held by consumers and bring back nostalgic memories may regain consumer trust. This study also complements branding literature by linking institutional congruence with affective routes of brand recovery and forgiveness.

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ดาวน์โหลด

เผยแพร่แล้ว

2025-12-10

รูปแบบการอ้างอิง

Hongthong, P., Jaroenwanit, P., E. Nelson, J., & Khalid, B. (2025). THE ROLE OF BRAND LEGITIMACY FOR CUSTOMER FORGIVENESS. วารสารเครือข่ายส่งเสริมการวิจัยทางมนุษยศาสตร์และสังคมศาสตร์, 8(3), 127–141. สืบค้น จาก https://so06.tci-thaijo.org/index.php/hsrnj/article/view/286392

ฉบับ

ปีที่ 8 ฉบับที่ 3 (2025): กันยายน - ธันวาคม 2568

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ลิขสิทธิ์ (c) 2025 Patcharee Hongthong, Pensri Jaroenwanit, James E. Nelson, Bilal Khalid

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