This study incorporates brand equity and brand identity, two vital factors influencing customer-brand perception, to explore the process from service recovery to perceived justice. This study adopted HLM as the research framework because brand perception differs at various levels and adopting HLM allows us to precisely understand the influence of brand identity and brand equity on the relationship between service recovery and perceived justice. The contributions of this study are listed as follows: a) online service recovery can positively affect customer-perceived justice; b) brand equity at the organizational level can undermine the relationships that courtesy and compensation have with perceived justice; c) brand identity at the individual level can undermine the relationships that courtesy and compensation have with perceived justice; and d) using hierarchical linear modeling can precisely measure the relationship between organizations and customers; therefore, this method is innovative and can contribute to the research on online service recovery.

• Tzu-En Lu(Chien Hsin University, Taiwan)
• Yi-Hsuan Lee(National Central University, Taiwan)
• Chan Hsiao(National Chiao Tung University, Taiwan)
• Jer-Wei Hsu(National Central University, Taiwan)