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An enterprise’s future depends on its consumers’ attitudes. When companies make mistakes, under most circumstances, they will make an apology. They hope to keep their business by apologizing. For this reason, grasping the relationship or rule of apology and economical circle from consumers will be helpful for enterprises to develop to a higher level. In this article, the financial situations of Balenciaga in 2017 and 2018 will be analyzed to find out the association of consumers’ psychology and the effect of companies’ apology.

The Effectiveness of an Apology in Balenciaga Emergency