Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal
Consumer Behavior in Tourism and Hospitality
ISSN: 2752-6666
Article publication date: 28 September 2023
Issue publication date: 24 November 2023
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.
Keywords
Citation
Rasouli, N., Alimohammadirokni, M., Rasoolimanesh, S.M., Momayez, A. and Emadlou, N.(A). (2023), "Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal", Consumer Behavior in Tourism and Hospitality, Vol. 18 No. 4, pp. 483-498. https://doi.org/10.1108/CBTH-06-2023-0071
Publisher
:Emerald Publishing Limited
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