The Mediating Role of Brand Forgiveness in Relation to Brand transgressions and Coping Behavior (Bushehr Appliance Stores)

The purpose of the present research is to promote the brand on the path to brand transggression to coping behavior. The present research is applied in terms of purpose and is a descriptive-survey method for collecting data. The statistical population of the research is customers of household appliance stores in Bushehr city. With regard to the unlimited population, 384 individuals were selected as samples. Available sampling method was done in this research. The data gathering tool was a questionnaire whose validity and reliability were confirmed. The PLS software has been used to analyze the data. The results show whatever the past experience (relative to the brand) is negative, it's forgiveness probability has a reduced and meaningful effect. Whatever imaginative (relative to the brand) is the more inconsistent, it's forgiveness probability has a reduced and meaningful effect. Whatever the brand has more wrongdoings, it's forgiveness probability has a reduced and meaningful effect. More forgiveness has a reduced and meaningful effect on brand change.More forgiveness has a reduced and meaningful effect on private complaints.More forgiveness has a reduced and meaningful effect on public complaints. More brand forgiveness has a reduced and meaningful effect on reducing brand revenge. More brand forgiveness has an increasing and significant effect on the probability of re-buying this brand.