Almasi, S., Zamani, K., Abdi, H. (2020). The Mediating Role of Brand Awareness and Brand Image in the Relationship Between Awareness of Advertising and Brand Equity, Quarterly Scientific Research Supporting Sports Management and Marketing. 1(3),155-190.(in persion)
Ahmadvand, F., Sardari, A. (2020). Investigating the Effect of Brand Value on Consumers’ Responses, two Scientific Quarterly Journals of Shahid Faculty, 1(4), 40-56.(in Persion)
Atrian, N., Haqqani, M.R., Mehdikhani, M. (2021). The Effect of Service Standardization and Customizing on Brand Value: Emphasis on the Mediating Role of Service Quality, Scientific Journal of Standard and Quality Management, 9(3), 107-118.(in Persion).
Bakhtiari, Zeinab; Exploring the Dynamics of Toxic Compliance Organizational Behavior Using Cognitive Mapping: a Case Study in Government Organizations in Kerman, Vali Asr University (AJ) Rafsanjan, Faculty of Administrative Sciences and Economics, Department of Management, 2015. (in Persian)
Burgess, J., & Jones, C. (2021). Exploring Lack of Closure as a Brand Transgression. Journal of Consumer Marketing.
Cercova, L.,Varrova, J.(2021).Customer Based Brand Equity for a Tourism Destingtion: The Case of Croatia Economies, 178,10,3390.
Fetscherin, M., Sampedro, A.(2019). of Origin familiarity. Journal of Global Marketing, 27(5), 329-343
Finsterwalder, J., Yoo, T., Tombs,A.(2019). Would you Forgive Kristen Stewart or Tiger Woods or Maybe Lance Armstrong? Exploring Consumers, Forgiveness of Celebrities Transgressions, Journal of Marketing Management ,33(13_14),1204-1229
Grappi, S.,Rcmani, S.,Bagozzi, R.P.(2017). The revenge of the consamer! How Brand Moral Violations Lead to consumer anti- Brand Activism? Jornal of Brand Management, 22(8),627-658
Hur, J.C., Jang,S.(2019). Is Consumer Forgiveness Possible? Examining Rumination and Distraction in Hotel Service Failures. Intermational. Journal of Contemporary Hospitality Management.
Karaosmanoglu,E., Isikal, D.G., Altinigne, N.(2018). Corporate Brand Transgressor and Punishing the Transgressor: Moderation of Religious Orientation. Journal of Product and Brand Management ,27(2),221-234.
Kennedy, E., & Guzmán, F. (2021). No matter what you do, I still love you: an examination of consumer reaction to brand transgressions. Journal of Product & Brand Management, 30(4), 594-608.
Khamitov,M.,Gregoire,Y.,Suri,A.(2020). A Systematic Review of Brand Transgression, Service Failure Recovery and Product- Harm Crisis: Integration and Quiding Insights.Journal of the Academy of Marketing Sciensec ,48,619-542.
Kosko, B. (1986). Fuzzy Cognitive Maps. International journal of Man-Machine Studies, 24(1), 65-75.
Kuchmaner ,C.A.,Wiggins,J.,Grimm.D.E.(2019). The Role of Network Embeddedness and Psychological Ownership in Consumer Responses Ownership in Consmer Responses to Brand Trangressions.Journal of Interactive Marketing,47,129-143
Mantovani,D.,Korelo,J.C.,Ibarra,J.(2018).Effects of brand transgressions on third- party consumers.MarketingIntellience and Planning,36,(3),306-317
Mohammadi, E., Rokhida, M., Khamshaya, A., Fadaei, F.(2020).The Mediating Role of Brand Forgiveness in Relation to Brand transgressions and Coping Behavior.Consumer Behavior Studies Journal,7(1),183-201.(in Persion).
Musaei Khorasani,Z.(2021). The Role of Severity of Brand Violations on Customer Tendency to Punish the Brand with the Mediating Role of Brand Forgiveness and Brand-Customer Relations.Quarterly Journal of Approach to Business Management.2(1),1-15.(in Persion)
Meybodi,A.R.,Javanmardi,D.(2021) .The Effects of Service Failure and Brand Transgression on Customer Coping Strategies in Internet Taxis. New Marketing Reserch Journal, 12(1),178-194.(in Persion)
Park, J.,John,D.R.(2018). Developing Brand Relationships After a Brand Transgression: The Role of Implicit the Ories of Relationship. Journal of the Association for Consumer Research, 3(2),175-187
Steinman ,R.B.(2012). Brand Personality Brand Transgssion and Consumer Behavior.Journal of Business and Commerce,2(1),76-83
Sinha ,J.,Lu,F.C.(2016).I, Valuejustice, Butwe Value Relationships: Self - Construal Effects on Post- Transgression Consumer Forgiveness.
Sadeghvaziri, F., Shoju, A., Zaravand,H.(2021). Investigating the Effect of Brand Moral Violations on the Feeling of Perceived Hatred and Betrayal of Iranian Consumers and the Resulting Behaviors on Social Media.ConsumerBehavior Studies Journal,9(1),55-74.(in Persion).
Tsarenko,Y., Tojib, D.(2015). Consumers Forgiveness After Brand Transgression: Responsibility and Response. Journal of Marketing Management.
Venus, D., Zohari, B. (2011). Investigating the Effect of Relational Marketing Value Dimensions on Customer Loyalty to Brands and Mobile Phones, Business Management Quarterly, 3(8), 149-172. (in Persian)