Brand recovery after crisis: The interplay of relationship norms and types of brand apology in consumer responses to recovery efforts

This research examines how the interplay of consumer-brand relationship norm type (communal vs. exchange norm) and apology type (emotional vs. informational apology) impact consumers’ responses in a brand crisis. Findings suggest that an informational apology was more effective in an exchange norm consumer-brand relationship than an emotional apology. On the other hand, in a communal consumer-brand relationship, an emotional apology was more effective than an informational apology. Further, findings revealed the significant mediating role of forgiveness in understanding the way consumers respond to brand’s recovery effort (apology) in a brand crisis. With regards to the role of consumer-brand relationship in a brand crisis, these findings offer practical guidelines for practitioners for developing effective brand apology strategies.