Banerjee, Shubhomoy and Ratnakaram, Sunitha
(2019)
Brand transgressions: Measuring the influence of
relationship marketing strategies in customer forgiveness behavior.
In: Asia-Pacific Conference 2019, January 10-12, 2019, IIM Ahmedabad.
apacr_v12_1700310.pdf - Published Version
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Abstract
Bank frauds worth INR 18170 crores have been reported in the fiscal year 2016-17 in India (Bandyopadhyay 2018; PTI 2018). These frauds often happen in active collusion of the bank employees (PWC 2015) and are also due to deviations from the standard operating procedures (Deloitte 2015), the latter being the cause of 22% of bank frauds (Deloitte 2015). Such frauds have been considered in service branding literature as brand transgressions (Ahn, Sung, and Drumwright 2016).
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Keywords: | Brand | Bank fraud |
| Subjects: | Social Sciences and humanities > Business, Management and Accounting > General Management |
| JGU School/Centre: | Jindal Global Business School |
| Depositing User: | Amees Mohammad |
| Date Deposited: | 20 Apr 2022 08:10 |
| Last Modified: | 20 Apr 2022 08:10 |
| Official URL: | https://www.acrwebsite.org/volumes/1700310/volumes... |
| URI: | https://pure.jgu.edu.in/id/eprint/2481 |
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