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Extant research on the negative effects of corporate brand image crisis and corresponding strategies on brand image restoration have received wide academic attention. This research predominantly values employee participation as a critical bridge to obtain consumer forgiveness and subsequently contributes to repairing corporate brand image in a crisis. Through undertaking a positivist study, the findings indicate that employee participation positively influences the restoration of corporate brand image. Consumer forgiveness (both individual and group level) plays the mediation role in predicting corporate brand image. Last, employee’s cognitive capital moderates the relationship between group forgiveness and the restoration of corporate brand image.

Forgiveness and redemption: A study on the impact of employees’ participation in the restoration of corporate brand image in a crisis