Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal
Abstract
Purpose: This study aims to investigate the effect of brand transgression severity on different behavioral responses (BRs). In addition, the role of perceived brand betrayal (BB) is examined as a mediator between brand transgression severity and BRs. Design/methodology/approach: A total number of 331 customers of Tehran travel agencies were recruited as the statistical sample. Partial least squares-structural equation modeling (PLS-SEM) using SmartPLS 4 software was used to analyze the collected data. Findings: The results showed that the severity of brand transgression significantly affects perceived BB and customer BR, including avoidance and retaliatory behaviors. Moreover, the results showed that perceived BB has a mediating role in the relationship between brand transgression severity and reparatory and retaliatory behaviors. Originality/value: This study adds to the understanding of consumer behavior by demonstrating how customers react to brand transgression severity through perceived BB. © 2023, Emerald Publishing Limited.
Document Type
Journal Article
Date of Publication
2023
Publication Title
Consumer Behavior in Tourism and Hospitality
Publisher
Emerald
School
School of Business and Law
RAS ID
61922
Copyright
subscription content
Comments
Rasouli, N., Alimohammadirokni, M., Rasoolimanesh, S. M., Momayez, A., & Emadlou, N. A. (2023). Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal. Consumer Behavior in Tourism and Hospitality, 18(4), 483-498. https://doi.org/10.1108/CBTH-06-2023-0071