INVESTIGATING THE ROLE OF CONSUMER BRAND FORGIVENESS IN SECOND-HAND CONSUMPTION

Sandra Baringhorst

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/422223

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Global Marketing Conference

2023 Global Marketing Conference at Seoul (2023.07)
pp.253-258

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

This study takes the perspective of a brand introducing its own second-hand products to the re-commerce market. The project finds that consumers are more willing to forgive a transgressing second-hand product compared to a new product, which leads to lower negative word-of-mouth. The relationship is mediated by the underdog effect.

Keyword

Second-hand consumption Underdog effect Consumer brand forgiveness Word-of-mouth Re-commerce business

Author

Sandra Baringhorst(LMU Munich School of Management, Germany)

KOREASCHOLAR

INVESTIGATING THE ROLE OF CONSUMER BRAND FORGIVENESS IN SECOND-HAND CONSUMPTION