Le management d'marque et une recherche sur la des consommateurs conscience

The relationship between the 'Consumer Mindset' and Consumer Behavior in terms of 'Recovery Satisfaction', 'Negative WOM' and 'Repurchase Intention' have been researched through the different type of compensation stories of a brand under the concept of trust recovery attitude. Consumer mindset is the main reason of the consumer personality and consumer's differentiated behaviors. Since a consumer with a different mindset behaves differently under a same situations. The aim is investigating relationship of the mindset type of a fixed mindset and a growth mindset and these three consumer behaviors; recovery satisfaction, negative WOM and repurchase intention of a consumer who has a specific mindset after a different compensation type between three scenarios regarding to a new product failure.