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Does brand attachment protect consumer–brand relationships after brand misconduct in retail banking?

Purpose: This research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In addition, the influence of brand attachment on consumers' willingness to switch, advocate for and forgive...

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Bibliographic Details
Main Authors:	Shimul, Anwar Sadat, Faroque, A.R., Cheah, Isaac
Format:	Journal Article
Published:	2024
Online Access:	http://hdl.handle.net/20.500.11937/96362

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