The Impact of Affective Repair Strategies on Brand Trust: The Mediating Role of Positive Emotions

Abstract

As online brand transactions surge, trust crises are increasingly common, posing significant challenges to brand-consumer relationships. This study investigates the impact of affective repair strategies on brand trust mediated by positive emotions. Specifically, the research focuses on four common affective repair strategies: apology, denial, promise, and their combinations. Through empirical analysis, it was found that apology and promise combinations exhibit the strongest positive effect on brand trust, surpassing the impact of singular strategies. Conversely, reliance on denial alone weakens consumer trust in the brand over time. In addition, positive emotions emerge as a critical mediator in trust restoration, particularly evident in denial combined with promise strategies. Based on these findings, managerial recommendations advocate for prioritizing apology and promise combinations, caution against the exclusive use of denial, and highlight the importance of fostering positive emotions to rebuild brand trust. This study provides actionable insights for brands seeking to effectively navigate trust crises and restore consumer confidence in the digital marketplace.