Mending the Image: The Role of Crisis Communication and Apology Strategies in Recovering from Brand Transgressions

Abstract

This study investigates the impact of brand transgression on brand image, with a focus on the moderating roles of crisis communication, religiosity, and the effectiveness of apology strategies in brand recovery. Brand transgressions, defined as violations of consumer expectations or ethical standards, often result in a significant loss of consumer trust and negative shifts in brand perception. Drawing on a sample of 400 consumers, the study examines whether timely crisis communication and well-structured apology strategies can mitigate the detrimental effects of brand transgressions on brand image. Additionally, religiosity is explored as a moderating factor, given that highly religious consumers may respond more severely to perceived ethical violations. The results confirm that brand transgression has a strong negative impact on brand image. Effective crisis communication strategies significantly reduce this impact, while apology strategies contribute positively to brand image recovery. Moreover, religiosity exacerbates the adverse effects of transgression, with highly religious consumers showing a lower tendency to forgive and restore trust. These findings provide valuable insights for brand managers on how to handle crises effectively, suggesting that a combination of clear communication, sincere apologies, and an understanding of cultural and religious sensitivities can assist in maintaining and recovering brand image. The study also highlights the importance of tailoring brand responses to audience characteristics in crises. Limitations and future research directions are discussed.