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Volume :19 Issue : 1 2012      Add To Cart                                                                    Download

CONSUMER RESPONSES TOWARD FIRMS' SERVICE RECOVERY IN KUWAIT: EXPERIMENTAL MANIPULATIONS OF BRAND IMPLICIT IMAGE (BII)

Auther : Abdullah J. Sultan

A study was conducted to test the willingness of individuals to consider firms' service recovery as a way to rebuild its image. An individual difference of brand implicit image (Bll; Sultan 2008), which is based on the Implicit Person Theory (IPT; Dweck 1986), was manipulated to examine two types of theorists: brand-incremental and brand-entity theorists. The results from a sample of young consumers in Kuwait showed that entity theorists (compared to incremental theorists) were less likely to spread positive word-of-mouth (WOM) after low service recovery, while the difference was non-significant under high service recovery. Also, the findings indicated that individual's disconfirmation bias played a mediating role in the examined effect. At the end of the research, implications and future research directions for the BII concept were discussed.

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Nov 19, 2019

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