Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism
| العنوان: | Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism |
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| المؤلفون: | Hai Ninh Nguyen, Thanh Binh Nguyen |
| المصدر: | Innovative Marketing, Vol 17, Iss 4, Pp 75-87 (2021) |
| بيانات النشر: | LLC CPC Business Perspectives, 2021. |
| سنة النشر: | 2021 |
| مصطلحات موضوعية: | Marketing, Index (economics), customer sense of online betrayal, negative online word of mouth, Betrayal, Communication, media_common.quotation_subject, brand hate, Economics, Econometrics and Finance (miscellaneous), Media studies, Marketing. Distribution of products, HF5410-5417.5, online public complaining, online boycott, Management of Technology and Innovation, Psychology, Outrage, Social Sciences (miscellaneous), media_common |
| الوصف: | The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism. The outrage customers’ anti-brand behaviors consist of negative online word of mouth, online public complaining, and online boycott. Data from an online survey of 383 online shoppers were used to test seven proposed hypotheses. The partial least square–structural equation modeling (PLS-SEM) was adopted to assess the measurement and structural model. The findings showed that the sense of online betrayal positively and significantly affects brand hate and anti-brand behaviors. In addition, brand hate is also the leading cause of customers’ anti-brand actions. The present study highlights the mediation role of brand hate in eliciting revenge from consumers subjected to online betrayal. This study also gives some recommendations to customers to stop the misconduct behaviors of online betrayals, such as spreading their betrayal cases to friends and relatives via social media, then asking for supports and help from governmental and legal agencies and participating in boycotts; raising boycott movements against the betraying brand should be considered as the most extreme punishment. |
| تدمد: | 1816-6326 1814-2427 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a8d107600abbd748e0bc35a799ab810d https://doi.org/10.21511/im.17(4).2021.07 |
| حقوق: | OPEN |
| رقم الأكسشن: | edsair.doi.dedup.....a8d107600abbd748e0bc35a799ab810d |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 18166326 18142427 |
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