When Brands Let Consumers Down: An Investigation into Consumer Brand Forgiveness
Wednesday, February 22, 2017,
International Hellenic University, Lecture Room B.1
Dr Nikoletta-Theofania Siamagka, Lecturer in Marketing,
King’s College London
The School of Economics, Business Administration and Legal Studies of the International Hellenic University (IHU) would like to invite you to the next presentation in the Research Seminar Series. Nikoletta-Theofania Siamagka, Lecturer in Marketing, King’s College London will present the topic of “Consumer Brand Forgiveness”.
The purpose of the Research Seminar Series is to bring together the academic and business community by presenting contemporary research topics in Finance, Business, Marketing, Accounting and Economics, among others. Through these seminars, as an international centre of knowledge, innovation and research, at the crossroads of Southern Europe, the IHU attempts to further strengthen its strategic role in academic excellence. Drawing on the experience of outstanding Greek and international academics, working papers are presented on a regular basis, with the aim of establishing a meeting point for active researchers.
Nikoletta-Theofania Siamagka is Assistant Professor (Lecturer) of Marketing at King’s College London. Nikoletta holds a Ph.D. from the University of Birmingham. Her thesis focused on the concept of consumer ethnocentrism and presented empirical evidence to support an extended conceptualisation and a multidimensional measurement instrument. Nikoletta’s research interests cut across the broader areas of international consumer behaviour, social media marketing, consumer-brand relationships and destination image. Nikoletta’s research appears in a number of journals, including Journal of International Marketing, International Marketing Review, Industrial Marketing Management, European Journal of Marketing and Journal of Travel Research.
Presentation at a glance:
Forgiveness has been extensively researched within the psychology domain (e.g., Burnette, McCullough, Van Tongeren, & Davis, 2012; Fehr, Gelfand, & Nag, 2010; Mauger, Perry, Freeman, & Grove, 1992). Despite the fact that there is compelling evidence regarding the impact of forgiveness on the quality of a relationship, research on forgiveness in the area of consumer-brand relationships has been scarce. The limited research that currently exists focuses mostly on marketing transgressions (Aaker, Fournier, & Brasel, 2004; Chung & Beverland, 2006; Mattila, 2001; Tax, Brown, & Chandrashekaran, 1998) and more specifically on the services sector (e.g., Gudlaugsson & Eysteinsson, 2013; Zourrig, Chebat, & Toffoli, 2009). Broadening the scope of incidents and looking into consumer relationships with brands, this research conceptualises consumer brand forgiveness and looks into its nomological network. A multi-method approach is adopted and both private and public transgressions are investigated.