Are we more willing to forgive an underdog? An investigation of the consequences of second-hand product failures
- As more firms enter the re-commerce market, selling second-hand products poses unique brand risks. This study explores how consumers respond to negative experiences with second-hand products sold by the original brand. Experimental results reveal that consumers are more forgiving of failures in second-hand than new products, leading to less negative word-of-mouth, higher purchase intentions, and more positive brand attitudes. This response is shaped by an ambivalent “underdog” image associated with pre-used products: perceived passion and determination enhances forgiveness, whereas perceived external disadvantage reduces it. The findings offer strategic insights for managing second-hand brand offerings.
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| Author: | Sandra Baringhorst, Maximilian FriessORCiDGND, Manfred Schwaiger |
|---|---|
| Frontdoor URL | https://opus.bibliothek.uni-augsburg.de/opus4/133843 |
| ISSN: | 0891-1762OPAC |
| ISSN: | 1528-6975OPAC |
| Parent Title (English): | Journal of Global Marketing |
| Publisher: | Informa UK |
| Place of publication: | London |
| Type: | Article |
| Language: | English |
| Year of first Publication: | 2026 |
| Publishing Institution: | Universität Augsburg |
| Release Date: | 2026/10/16 |
| DOI: | https://doi.org/10.1080/08911762.2026.2723218 |
| Institutes: | Wirtschaftswissenschaftliche Fakultät |
| Wirtschaftswissenschaftliche Fakultät / Institut für Betriebswirtschaftslehre | |
| Wirtschaftswissenschaftliche Fakultät / Institut für Betriebswirtschaftslehre / Lehrstuhl für Marketing Management | |
| Dewey Decimal Classification: | 3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft |
| Latest Publications (not yet published in print): | Aktuelle Publikationen (noch nicht gedruckt erschienen) |
| Licence (German): |  CC-BY 4.0: Creative Commons: Namensnennung |
