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“I” value justice,but “we” value relationships: Self‐construal effects on post‐transgression consumer forgiveness |
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| Authors: | Jayati Sinha Fang‐Chi Lu |
| Affiliation: | 1. College of Business, Florida International University, 11200 S.W. 8th St, RB 307B, Miami, FL 33199, USAThe authors contributed equally to this research.;2. Korea University Business School, Hyundai Motor Hall 511, 145, Anam‐Ro, Seongbuk‐Gu, Seoul 136‐701, Republic of KoreaThe authors contributed equally to this research. |
| Abstract: | |
| Keywords: | Brand‐relationship Brand transgression Consumer forgiveness Controllability attribution Self‐construal |