skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism

Innovative marketing, 2021, Vol.17 (4), p.75-87 [Peer Reviewed Journal]

ISSN: 1814-2427 ;EISSN: 1816-6326 ;DOI: 10.21511/im.17(4).2021.07

Full text available

Citations Cited by
  • Title:
    Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism
  • Author: Ninh Nguyen, Hai ; Binh Nguyen, Thanh
  • Subjects: brand hate ; customer sense of online betrayal ; negative online word of mouth ; online boycott ; online public complaining
  • Is Part Of: Innovative marketing, 2021, Vol.17 (4), p.75-87
  • Description: 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.
  • Publisher: LLC "CPC "Business Perspectives
  • Language: English
  • Identifier: ISSN: 1814-2427
    EISSN: 1816-6326
    DOI: 10.21511/im.17(4).2021.07
  • Source: ProQuest Central
    DOAJ Directory of Open Access Journals
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait