Abstract
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.
Highlights
The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism
The findings showed that the sense of online betrayal positively and significantly affects brand hate and anti-brand behaviors
The audiences are third parties: mestudy analyzes the relationship between the sense dia businesses, customer protection agencies, and of online betrayal, brand hate, and three dominant public organizations that have the authority to put online anti-brand actions: negative online word to justice and order brands to resolve problems of mouth, online public complaining, and online (Grégoire & Fisher, 2006)
Summary
Dedicated customers have negative emotions when experiencing a sense of betrayal, such as disgust, anger, and feelings of loss (Fetscherin, 2019). These feelings are critical dimensions of brand hate. During the typical situation of customer dissatisfaction, mild-level anti-brand actions are often adopted, yet when taking the sense of being betrayed, the negative emotion could rise to the highest level of hate, and fighting back responses could be adopted. The current study deals with customer sense of online betrayal, customer brand hate, negative online word of mouth, online public complaining, and online boycott behaviors
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