Examining brand transgression, behavioral responses and the mediating effect of perceived brand betrayal
Nasrin Rasouli,
Mohammad Alimohammadirokni,
S. Mostafa Rasoolimanesh
et al.
Abstract:Purpose
This study aims to investigate the effect of brand transgression severity on different behavioral responses (BRs). In addition, the role of perceived brand betrayal (BB) is examined as a mediator between brand transgression severity and BRs.
Design/methodology/approach
A total number of 331 customers of Tehran travel agencies were recruited as the statistical sample. Partial least squares-structural equation modeling (PLS-SEM) using SmartPLS 4 software was used to analyze the collected data.
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