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

PurposeThis 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/approachA total number of 331 cus...

Full description

Saved in:
Bibliographic Details
Published in:Consumer Behavior in Tourism and Hospitality 2023-11, Vol.18 (4), p.483-498
Main Authors: Rasouli, Nasrin, Alimohammadirokni, Mohammad, Rasoolimanesh, S. Mostafa, Momayez, Ayatollah, Emadlou, Nafas (Atefeh)
Format: Article
Language:English
Subjects:
Avoidance behavior
Behavior
Consumers
Customer services
Customers
Emotions
Failure
Hotels & motels
Hypotheses
Perceptions
Reparations
Statistical sampling
Third party
Travel agencies
Word of mouth advertising
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
cited_by cdi_FETCH-LOGICAL-c188t-fd78e87465e2917fa4eed28a8e22f3b02bc967545b742e101d714bec6ff03c5b3
cites cdi_FETCH-LOGICAL-c188t-fd78e87465e2917fa4eed28a8e22f3b02bc967545b742e101d714bec6ff03c5b3
container_end_page 498
container_issue 4
container_start_page 483
container_title Consumer Behavior in Tourism and Hospitality
container_volume 18
creator Rasouli, Nasrin
Alimohammadirokni, Mohammad
Rasoolimanesh, S. Mostafa
Momayez, Ayatollah
Emadlou, Nafas (Atefeh)
description PurposeThis 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/approachA 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.FindingsThe 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/valueThis study adds to the understanding of consumer behavior by demonstrating how customers react to brand transgression severity through perceived BB.
doi_str_mv 10.1108/CBTH-06-2023-0071
format article
fullrecord <record><control><sourceid>proquest_cross</sourceid><recordid>TN_cdi_proquest_journals_2892435260</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>2892435260</sourcerecordid><originalsourceid>FETCH-LOGICAL-c188t-fd78e87465e2917fa4eed28a8e22f3b02bc967545b742e101d714bec6ff03c5b3</originalsourceid><addsrcrecordid>eNo9kMFKAzEQhoMoWGofwFvAq9FJdjdJj1qqFQpe6jkk2Um7pd1dk22xb--uLV5mhuGfb-Aj5J7DE-egn2evqwUDyQSIjAEofkVGQhWCSany6_9ZylsySWkLAEJJkFKPyGb-Y_dVXdVr6qKtS9r1Na0jplQ19SN1uLHHqol2R_td29QJE_3LbZDusaxsN9xiCOg72gTaYvRYHbG88Bz2xJPd3ZGbYHcJJ5c-Jl9v89VswZaf7x-zlyXzXOuOhVJp1CqXBYopV8HmiKXQVqMQIXMgnJ9KVeSFU7lADrxUPHfoZQiQ-cJlY_Jw5rax-T5g6sy2OcS6f2mEnoo8K4SEPsXPKR-blCIG08Zqb-PJcDCDUzM4NSDN4NQMTrNfBTdrIA</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2892435260</pqid></control><display><type>article</type><title>Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal</title><source>ABI/INFORM Global</source><source>Emerald:Jisc Collections:Emerald Subject Collections HE and FE 2024-2026:Emerald Premier (reading list)</source><creator>Rasouli, Nasrin ; Alimohammadirokni, Mohammad ; Rasoolimanesh, S. Mostafa ; Momayez, Ayatollah ; Emadlou, Nafas (Atefeh)</creator><creatorcontrib>Rasouli, Nasrin ; Alimohammadirokni, Mohammad ; Rasoolimanesh, S. Mostafa ; Momayez, Ayatollah ; Emadlou, Nafas (Atefeh)</creatorcontrib><description>PurposeThis 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/approachA 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.FindingsThe 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/valueThis study adds to the understanding of consumer behavior by demonstrating how customers react to brand transgression severity through perceived BB.</description><identifier>ISSN: 2752-6666</identifier><identifier>EISSN: 2752-6674</identifier><identifier>DOI: 10.1108/CBTH-06-2023-0071</identifier><language>eng</language><publisher>Bingley: Emerald Group Publishing Limited</publisher><subject>Avoidance behavior ; Behavior ; Consumers ; Customer services ; Customers ; Emotions ; Failure ; Hotels &amp; motels ; Hypotheses ; Perceptions ; Reparations ; Statistical sampling ; Third party ; Travel agencies ; Word of mouth advertising</subject><ispartof>Consumer Behavior in Tourism and Hospitality, 2023-11, Vol.18 (4), p.483-498</ispartof><rights>Emerald Publishing Limited.</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c188t-fd78e87465e2917fa4eed28a8e22f3b02bc967545b742e101d714bec6ff03c5b3</citedby><cites>FETCH-LOGICAL-c188t-fd78e87465e2917fa4eed28a8e22f3b02bc967545b742e101d714bec6ff03c5b3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://www.proquest.com/docview/2892435260/fulltextPDF?pq-origsite=primo$$EPDF$$P50$$Gproquest$$H</linktopdf><linktohtml>$$Uhttps://www.proquest.com/docview/2892435260?pq-origsite=primo$$EHTML$$P50$$Gproquest$$H</linktohtml><link.rule.ids>314,776,780,11668,27903,27904,36039,44342,74642</link.rule.ids></links><search><creatorcontrib>Rasouli, Nasrin</creatorcontrib><creatorcontrib>Alimohammadirokni, Mohammad</creatorcontrib><creatorcontrib>Rasoolimanesh, S. Mostafa</creatorcontrib><creatorcontrib>Momayez, Ayatollah</creatorcontrib><creatorcontrib>Emadlou, Nafas (Atefeh)</creatorcontrib><title>Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal</title><title>Consumer Behavior in Tourism and Hospitality</title><description>PurposeThis 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/approachA 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.FindingsThe 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/valueThis study adds to the understanding of consumer behavior by demonstrating how customers react to brand transgression severity through perceived BB.</description><subject>Avoidance behavior</subject><subject>Behavior</subject><subject>Consumers</subject><subject>Customer services</subject><subject>Customers</subject><subject>Emotions</subject><subject>Failure</subject><subject>Hotels &amp; motels</subject><subject>Hypotheses</subject><subject>Perceptions</subject><subject>Reparations</subject><subject>Statistical sampling</subject><subject>Third party</subject><subject>Travel agencies</subject><subject>Word of mouth advertising</subject><issn>2752-6666</issn><issn>2752-6674</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2023</creationdate><recordtype>article</recordtype><sourceid>M0C</sourceid><recordid>eNo9kMFKAzEQhoMoWGofwFvAq9FJdjdJj1qqFQpe6jkk2Um7pd1dk22xb--uLV5mhuGfb-Aj5J7DE-egn2evqwUDyQSIjAEofkVGQhWCSany6_9ZylsySWkLAEJJkFKPyGb-Y_dVXdVr6qKtS9r1Na0jplQ19SN1uLHHqol2R_td29QJE_3LbZDusaxsN9xiCOg72gTaYvRYHbG88Bz2xJPd3ZGbYHcJJ5c-Jl9v89VswZaf7x-zlyXzXOuOhVJp1CqXBYopV8HmiKXQVqMQIXMgnJ9KVeSFU7lADrxUPHfoZQiQ-cJlY_Jw5rax-T5g6sy2OcS6f2mEnoo8K4SEPsXPKR-blCIG08Zqb-PJcDCDUzM4NSDN4NQMTrNfBTdrIA</recordid><startdate>20231124</startdate><enddate>20231124</enddate><creator>Rasouli, Nasrin</creator><creator>Alimohammadirokni, Mohammad</creator><creator>Rasoolimanesh, S. Mostafa</creator><creator>Momayez, Ayatollah</creator><creator>Emadlou, Nafas (Atefeh)</creator><general>Emerald Group Publishing Limited</general><scope>AAYXX</scope><scope>CITATION</scope><scope>0U~</scope><scope>1-H</scope><scope>7ST</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>AEUYN</scope><scope>AFKRA</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>C1K</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>F~G</scope><scope>GNUQQ</scope><scope>GUQSH</scope><scope>K6~</scope><scope>L.-</scope><scope>L.0</scope><scope>M0C</scope><scope>M2O</scope><scope>MBDVC</scope><scope>PQBIZ</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>Q9U</scope><scope>SOI</scope></search><sort><creationdate>20231124</creationdate><title>Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal</title><author>Rasouli, Nasrin ; Alimohammadirokni, Mohammad ; Rasoolimanesh, S. Mostafa ; Momayez, Ayatollah ; Emadlou, Nafas (Atefeh)</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c188t-fd78e87465e2917fa4eed28a8e22f3b02bc967545b742e101d714bec6ff03c5b3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2023</creationdate><topic>Avoidance behavior</topic><topic>Behavior</topic><topic>Consumers</topic><topic>Customer services</topic><topic>Customers</topic><topic>Emotions</topic><topic>Failure</topic><topic>Hotels &amp; motels</topic><topic>Hypotheses</topic><topic>Perceptions</topic><topic>Reparations</topic><topic>Statistical sampling</topic><topic>Third party</topic><topic>Travel agencies</topic><topic>Word of mouth advertising</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Rasouli, Nasrin</creatorcontrib><creatorcontrib>Alimohammadirokni, Mohammad</creatorcontrib><creatorcontrib>Rasoolimanesh, S. Mostafa</creatorcontrib><creatorcontrib>Momayez, Ayatollah</creatorcontrib><creatorcontrib>Emadlou, Nafas (Atefeh)</creatorcontrib><collection>CrossRef</collection><collection>Global News &amp; ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>Environment Abstracts</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ProQuest One Sustainability</collection><collection>ProQuest Central</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>ProQuest Business Premium Collection</collection><collection>Environmental Sciences and Pollution Management</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Central Student</collection><collection>Research Library Prep</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>ProQuest Research Library</collection><collection>Research Library (Corporate)</collection><collection>One Business (ProQuest)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central Basic</collection><collection>Environment Abstracts</collection><jtitle>Consumer Behavior in Tourism and Hospitality</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Rasouli, Nasrin</au><au>Alimohammadirokni, Mohammad</au><au>Rasoolimanesh, S. Mostafa</au><au>Momayez, Ayatollah</au><au>Emadlou, Nafas (Atefeh)</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal</atitle><jtitle>Consumer Behavior in Tourism and Hospitality</jtitle><date>2023-11-24</date><risdate>2023</risdate><volume>18</volume><issue>4</issue><spage>483</spage><epage>498</epage><pages>483-498</pages><issn>2752-6666</issn><eissn>2752-6674</eissn><abstract>PurposeThis 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/approachA 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.FindingsThe 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/valueThis study adds to the understanding of consumer behavior by demonstrating how customers react to brand transgression severity through perceived BB.</abstract><cop>Bingley</cop><pub>Emerald Group Publishing Limited</pub><doi>10.1108/CBTH-06-2023-0071</doi><tpages>16</tpages></addata></record>
fulltext fulltext
identifier ISSN: 2752-6666
ispartof Consumer Behavior in Tourism and Hospitality, 2023-11, Vol.18 (4), p.483-498
issn 2752-6666
2752-6674
language eng
recordid cdi_proquest_journals_2892435260
source ABI/INFORM Global; Emerald:Jisc Collections:Emerald Subject Collections HE and FE 2024-2026:Emerald Premier (reading list)
subjects Avoidance behavior
Behavior
Consumers
Customer services
Customers
Emotions
Failure
Hotels & motels
Hypotheses
Perceptions
Reparations
Statistical sampling
Third party
Travel agencies
Word of mouth advertising
title Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal
url http://sfxeu10.hosted.exlibrisgroup.com/loughborough?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-22T20%3A03%3A22IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_cross&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Examining%20brand%20transgression,%20behavioral%20responses%20and%20the%20mediating%20effect%20of%20perceived%20brand%20betrayal&rft.jtitle=Consumer%20Behavior%20in%20Tourism%20and%20Hospitality&rft.au=Rasouli,%20Nasrin&rft.date=2023-11-24&rft.volume=18&rft.issue=4&rft.spage=483&rft.epage=498&rft.pages=483-498&rft.issn=2752-6666&rft.eissn=2752-6674&rft_id=info:doi/10.1108/CBTH-06-2023-0071&rft_dat=%3Cproquest_cross%3E2892435260%3C/proquest_cross%3E%3Cgrp_id%3Ecdi_FETCH-LOGICAL-c188t-fd78e87465e2917fa4eed28a8e22f3b02bc967545b742e101d714bec6ff03c5b3%3C/grp_id%3E%3Coa%3E%3C/oa%3E%3Curl%3E%3C/url%3E&rft_id=info:oai/&rft_pqid=2892435260&rft_id=info:pmid/&rfr_iscdi=true