Hedonic vs utilitarian: brand typologies influence on brand forgiveness among silent dissatisfied customers: introducing the concept of microtransgression
Torvet, Henning Andreas (A.A. 2024/2025) Hedonic vs utilitarian: brand typologies influence on brand forgiveness among silent dissatisfied customers: introducing the concept of microtransgression. Tesi di Laurea in Understanding the consumer, Luiss Guido Carli, relatore Deniz Lefkeli, pp. 62. [Master's Degree Thesis]
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Abstract/Index
Why is this important to study? Theoretical background. Customer satisfaction and expectation disconfirmation theory. Types of failure. Silent dissatisfied customers. Brand forgiveness. Previous research. Different brand typologies. Hypothesis development. Conceptual framework. Methodology. The experiment. The sample. Data preparation. Main analysis and results. Mediation analysis. Manipulation check. Controlling for demographic variables. General discussion. Higher forgiveness towards the utilitarian brand. Why didn't blame attribution mediate? Theoretical and managerial implications. Limitations.
References
Bibliografia: pp. 50-56.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing (LM-77) |
| Chair: | Understanding the consumer |
| Thesis Supervisor: | Lefkeli, Deniz |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 06 Nov 2025 08:27 |
| Last Modified: | 06 Nov 2025 08:27 |
| URI: | https://tesi.luiss.it/id/eprint/43653 |
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