Differential Effects of Performance versus Value-based Brand Betrayal on Hate and Unfavorable Consumer Behaviors

Despite existing studies on negative consumer-brand relationships, understanding of extreme states, such as brand betrayal and hate, is still in the infancy stage. The current study addresses this crucial gap by investigating effect hate subsequent consumer behaviors. Specifically, it examines two different forms (i.e., performance versus value-based betrayal) influencing unfavorable behaviors vindictive complaining boycotting). respondents were recruited surveyed online via Prolific. sample included 391 responses which further divided into groups, i.e., one who suffered from performance-based other betrayal. findings reveal a significant positive association with complaining, boycott. Interestingly, magnitude effects greater than that Moreover, significantly associated boycotts. enrich relationship literature provide managerial guidance for devising effective strategies transgressions.