Can I read Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode on EtoBox?
Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode by Maleeha Shahid Sameeni; Wasim Ahmad; Raffaele Filieri is a Business, Management and Accounting article available to read on EtoBox.
What is Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode about?
Drawing on regret theory and the product-type literature, it is argued that emotions elicited during hedonic product consumption reduce the negative consequences of regret and brand betrayal, by amplifying consumers’ cognitive regret-regulation and attenuating behavioral regret-coping. An empirical survey of 807 participants who faced post-purchase regret as a result of brand betrayal supports the stronger (vs. weaker) emotional and behavioral effects of utilitarian (vs. hedonic) products. The findings reveal that brand betrayal for utilitarian (vs. hedonic) products leads to stronger (vs. weaker) feelings of regret. Further, the discovery of betrayal from others (vs. personal experience) intensifies the effect of brand betrayal, which is stronger for utilitarian (vs. hedonic) products. Moreover, consumers exhibit a higher intensity of brand avoidance, vindictive negative word-of-mouth, and vindictive complaining with utilitarian (vs. hedonic) products. The findings enrich regret theory and the product-type literature and provide managerial guidance for effective brand strategy formulation in brand transgressions.
Who reads Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Maleeha Shahid Sameeni; Wasim Ahmad; Raffaele Filieri
- Publisher
- Elsevier BV
- Published
- 2022
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)