The effect of perceived brand betrayal on brand hate, avoidance-like and attack-like strategies: A comparative study of customers with/without past negative experiences

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2024-12-17 DOI:10.1016/j.ijhm.2024.104056

Nasrin Rasouli , S. Mostafa Rasoolimanesh , Mohammad Alimohammadirokni , Ayatollah Momayez

{"title":"The effect of perceived brand betrayal on brand hate, avoidance-like and attack-like strategies: A comparative study of customers with/without past negative experiences","authors":"Nasrin Rasouli , S. Mostafa Rasoolimanesh , Mohammad Alimohammadirokni , Ayatollah Momayez","doi":"10.1016/j.ijhm.2024.104056","DOIUrl":null,"url":null,"abstract":"<div><div>This study explores the impact of perceived brand betrayal on two types of brand hate and their subsequent effects on consumer behavioral responses. It also investigates how these relationships vary between customers with/without past negative experiences. Data about luxury hotels were obtained using an online survey in Iran. Partial least squares structural equation modeling was used for data analysis<strong>.</strong> The findings indicate that perceived betrayal positively influences passive and active brand hate, leading to negative behavioral responses. Moreover, a significant difference was found between the two groups of customers with/without past negative experiences regarding the effect of perceived betrayal on active hate and the effect of active hate on negative behavioral responses. By applying appraisal theory, this study provides a unique contribution by examining avoidance and attack strategies as behavioral consequences of service failures and comparing their impacts on customers with/without past negative experiences.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"126 ","pages":"Article 104056"},"PeriodicalIF":9.9000,"publicationDate":"2024-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0278431924003682","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}

引用次数: 0

Abstract

This study explores the impact of perceived brand betrayal on two types of brand hate and their subsequent effects on consumer behavioral responses. It also investigates how these relationships vary between customers with/without past negative experiences. Data about luxury hotels were obtained using an online survey in Iran. Partial least squares structural equation modeling was used for data analysis. The findings indicate that perceived betrayal positively influences passive and active brand hate, leading to negative behavioral responses. Moreover, a significant difference was found between the two groups of customers with/without past negative experiences regarding the effect of perceived betrayal on active hate and the effect of active hate on negative behavioral responses. By applying appraisal theory, this study provides a unique contribution by examining avoidance and attack strategies as behavioral consequences of service failures and comparing their impacts on customers with/without past negative experiences.

查看原文本刊更多论文

感知到的品牌背叛对品牌厌恶、类回避和类攻击策略的影响：有/没有负面经历顾客的比较研究

本研究探讨了感知品牌背叛对两种类型的品牌厌恶的影响及其对消费者行为反应的后续影响。它还调查了这些关系在有/没有负面经历的客户之间是如何变化的。关于豪华酒店的数据是通过伊朗的一项在线调查获得的。采用偏最小二乘结构方程模型进行数据分析。研究结果表明，感知背叛对被动和主动品牌厌恶产生正向影响，从而导致消极的行为反应。此外，在感知背叛对主动仇恨的影响和主动仇恨对消极行为反应的影响方面，两组有/没有负面经历的顾客之间存在显著差异。通过运用评价理论，本研究提供了一个独特的贡献，通过研究逃避和攻击策略作为服务失败的行为后果，并比较它们对有/没有负面经历的客户的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.