I love you, but you let me down! How hate and retaliation damage customer-brand relationship
Fauzia Jabeen,Puneet Kaur,Puneet Kaur,Shalini Talwar,Suresh Malodia,Amandeep Dhir,Amandeep Dhir,Amandeep Dhir +7 more
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TL;DR: In this article, the authors employ a mixed-method approach to identify the negative experiences (i.e., safety and hygiene grievances, dissatisfaction, negative word of mouth, and advertisement overload) that could stimulate the negative emotions of betrayal and hate in customers.
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About: This article is published in Technological Forecasting and Social Change. The article was published on 01 Jan 2022. and is currently open access. The article focuses on the topics: Betrayal & Brand relationship.
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References
Does love become hate or forgiveness after a double deviation? The case of hotel loyalty program members
TL;DR: In this article, the authors examined whether a hotel's loyalty program is effective in weakening the desire for retaliation and perceived betrayal of high-tiered members after a double deviation and determined which recovery tactic is more effective in attenuating their desire for retaliating against nonmembers.
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Traits and peculiarities of different brand hate behaviours
TL;DR: In this paper, the authors describe the nature and main features of brand hate behaviours using a cluster analysis approach, based on a sample of 616 volunteers, in order to achieve this objective.
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The role of brand love on bank customers' perceptions of corporate social responsibility
TL;DR: This paper examined how brand love and brand respect moderate the relationship between corporate social responsibility (CSR), trust (TRUS), satisfaction (SAT) and loyalty (LOY) among bank customers in an emerging/and or a developing country's context, a quantitative survey approach was used Data from a total of 769 banking customers, containing demographic and psychographic measures were used.
Investigating consumer advocacy, community usefulness, and brand avoidance
TL;DR: In this paper, the authors examined the behavioral outcomes and effectiveness of organizational response to open complaints by consumers following a dissatisfactory service experience, and found that consumer advocates show stronger reactions, resulting in brand avoidance following voice complaining.
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