Purpose

Many managers and scholars focus on how to repair brand image after a corporate crisis. This research paper aims to propose that a fresh start mindset (FSM) and brand crisis type can jointly influence consumer forgiveness.

Design/methodology/approach

Three studies were conducted to examine the authors’ hypotheses. Study 1 is a 3 (FSM: high vs low vs control) × 2 (brand crisis: controllable vs uncontrollable) between-subjects factorial design to test the interaction effect of FSM and brand crisis type on consumer forgiveness. Study 2 is a 2 (FSM: high vs low) × 2 (brand crisis: controllable vs uncontrollable) between-subjects factorial design to identify the affective and cognitive mechanisms in the influence of FSM and brand crisis type on consumer forgiveness. Study 3 is a 2 (FSM: high vs low) × 2 (brand crisis: controllable vs uncontrollable) × 3 (strategy: defensive strategy vs accommodative strategy vs reticence) between-subjects factorial design, aimed to identify the possible boundary conditions of this effect and tested the moderating role of brand crisis response strategies.

Findings

Study 1 finds that the FSM interacts with brand crisis type to affect consumer forgiveness. Specifically, consumers faced with uncontrollable (vs controllable) brand crises tend to increase (vs decrease) consumer forgiveness after a corporate crisis. Study 2 identifies the underlying mechanism, such that two distinct mechanisms drive the interaction effect. Affective empathy and perceived responsibility mediate the interaction effect of FSM and brand crisis type on forgiveness. Study 3 replicates the findings of studies 1 and 2 and confirms the boundary condition of the effect, showing that crisis response strategy moderates the interaction between FSM and brand crisis type.

Originality/value

Theoretically, to the best of the authors’ knowledge, this research observes the interactive effect of FSM and brand crisis for the first time, thus extending the existing research on both FSM and brand crisis. This study also enriches existing empathy and responsibility literature by examining the mediating role of empathy and perceived responsibility. Practical implications for marketers are apparent, especially after a brand crisis occurs. Corporates can deal with different types of the brand crisis based on consumers’ FSM. Finally, future research with regards to the findings is discussed.

中文翻译：

---

从灰烬中崛起还是重蹈覆辙？新起点思维和品牌危机类型对消费者宽恕的影响

目的

许多管理者和学者关注企业危机后如何修复品牌形象。本研究论文旨在提出全新的心态（FSM）和品牌危机类型可以共同影响消费者的宽恕。

设计/方法/方法

进行了三项研究来检验作者的假设。研究 1 是一个 3（FSM：高 vs 低 vs 控制）×2（品牌危机：可控 vs 不可控）的主体间因子设计，以测试 FSM 和品牌危机类型对消费者宽恕的交互作用。研究 2 是一个 2（FSM：高与低）×2（品牌危机：可控与不可控）的主体间因子设计，以确定 FSM 和品牌危机类型对消费者宽恕的影响中的情感和认知机制。研究 3 是 2（FSM：高 vs 低）×2（品牌危机：可控 vs 不可控）×3（策略：防御策略 vs 调节策略 vs 沉默）主体间因子设计，旨在确定可能的边界条件效果并检验了品牌危机应对策略的调节作用。

发现

研究 1 发现 FSM 与品牌危机类型相互作用以影响消费者的宽恕。具体来说，面对不可控（相对于可控）品牌危机的消费者往往会在企业危机后增加（相对于减少）消费者的宽恕。研究 2 确定了潜在的机制，因此两种不同的机制驱动了相互作用效应。情感同理心和感知责任在 FSM 和品牌危机类型对宽恕的交互作用中起中介作用。研究 3 复制了研究 1 和 2 的结果，并确认了效果的边界条件，表明危机应对策略调节了 FSM 与品牌危机类型之间的相互作用。

原创性/价值

理论上，据作者所知，本研究首次观察到了FSM与品牌危机的交互作用，从而扩展了现有的FSM与品牌危机研究。本研究还通过检验同理心和感知责任的中介作用，丰富了现有的同理心和责任感文献。对营销人员的实际影响是显而易见的，尤其是在品牌危机发生之后。企业可以根据消费者的FSM来应对不同类型的品牌危机。最后，讨论了关于研究结果的未来研究。