Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal
Consumer Behavior in Tourism and Hospitality
School of Business and Law
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.