Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal

Document Type

Journal Article

Publication Title

Consumer Behavior in Tourism and Hospitality

Publisher

Emerald

School

School of Business and Law

RAS ID

61922

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

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.

DOI

10.1108/CBTH-06-2023-0071

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