scholarly journals Brand Betrayal: A Comprehensive Study to Examine the Indicators and Consequences of Brand Betrayal Towards Consumer Behavior

2021 ◽  
Vol 9 (8) ◽  
pp. 28-39
Author(s):  
Sana Rehmat ◽  
Manahil Wasim
Keyword(s):  
Word Of Mouth ◽  
Negative Word ◽  
The Novel ◽  
Moral Obligations ◽  
Consumer Behaviors ◽  
Brand Relationship ◽  
Different Types ◽  
Novel Theory ◽  
Type Of Behavior ◽  
Comprehensive Study

Abstract Brand betrayal is induced by the brand itself when it fails to fulfill its promised moral obligations and involves the type of behavior that fractures the strong self–brand connection with the consumers. Brand managers must come across several negative types of consumer behaviors that depict their sense of dissatisfaction. Additionally, the effort of a brand to reduce the effects of brand betrayal is reflected by the sheer amount of customer apologies and compensation paid to the affected consumers. Having a sound knowledge about the primary indicators of brand betrayal encourages the brand managers to take necessary measures to deal with the challenges of the negative consumer-brand relationship. The resultant revenge behaviors depicted by the consumers include different types of activities such as spreading negative word-of-mouth and avoiding the brand itself, customer incivility, etc. The existing literature on the consequences  of brand betrayal is insufficient to build the novel theory around the construct and differentiate it from brand dissatisfaction. The current research in brand dissatisfaction argues that it is a more generalized construct than brand betrayal that becomes the immediate cause of brand avoidance.  The effect of these consequences needs to be addressed by the marketing theorists and practitioners to strengthen the consumer-brand relationship and manage the longer-lasting results of negative consumer behaviors.

Lying and Insincerity

2018 ◽  
Author(s):  
Andreas Stokke
Keyword(s):  
Language Use ◽  
What Is Said ◽  
Semantic Incompleteness ◽  
Different Types ◽  
Novel Theory ◽  
Prosodic Focus ◽  
Linguistic Phenomenon ◽  
Comprehensive Study

This book is a comprehensive study of lying and insincere language use. Part I is dedicated to developing an account of insincerity qua linguistic phenomenon. It provides a detailed theory of the distinction between lying and ways of speaking insincerely without lying, as well as accounting for the relation between lying and deceiving. A novel theory of assertion in terms of a notion of what is said defined relative to questions under discussion is used to underpin the analysis of lying and insincerity throughout the book. The framework is applied to various kinds of insincere speech, including false implicature, bullshitting, and forms of misleading with presuppositions, prosodic focus, and different types of semantic incompleteness. Part II discusses the relation between what is communicated and the speaker’s attitudes involved in insincere language use. It develops a view on which insincerity is a shallow phenomenon in the sense that whether or not a speaker is being insincere depends on the speaker’s conscious attitudes, rather than on deeper, unconscious attitudes or motivations. An account of a range of ways of speaking while being indifferent toward what one communicates is developed, and the phenomenon of bullshitting is distinguished from lying and other forms of insincerity. This includes insincere uses of language beyond the realm of declarative sentences. The book gives an account of insincere uses of interrogative, imperative, and exclamative utterances.

Breaking Up is Hard to Do: The Ups and Downs of Divorcing Brands

2014 ◽  
Vol 6 (1) ◽  
pp. 28-33 ◽  
Author(s):  
Susan Fournier
Keyword(s):  
Word Of Mouth ◽  
Negative Word ◽  
Brand Relationships ◽  
Clear Cut ◽  
Best Friend ◽  
Brand Relationship ◽  
Point Of No Return ◽  
Platonic Love ◽  
Speed Up ◽  
The Relationship

Abstract Relationships with brands are like relationships between people. Even when they were very close, they can fail for diverse reasons. The disadoption of favorite brands doesn't happen overnight. It tends to be an extended, often painful process and not a clear-cut, one-off event. Breakups are not isolated to the person and the brand. Friends and family often get involved and offer their opinions and advice. Other brand relationships are also affected by the disconnection, and this can speed up or delay the process of breaking up. The brand relationship changes its form and can go from being a best friend to a platonic love, a distant friend, a stalker or even an enemy. A breakup is never the end of the relationship. Rather, it redefines the relationship and is part of a never-ending cycle of change. If the former relationship is perceived positively, it is easier to eventually activate and intensify it. If negative aspects prevail, negative word of mouth is a danger and companies must be able to counter it. Some relationships reach a point of no return. But there are also customers who might regret having abandoned a brand. With some sensitivity, it might be possible to win them back.

Antecedents of WOM: Product Appraisal and Brand Relationship as Drivers of Customer Referral Dimensions

Marketing ZFP ◽  
2019 ◽  
Vol 41 (1) ◽  
pp. 50-70
Author(s):  
Tobias Reckmann ◽  
Thorsten Teichert
Keyword(s):  
Large Scale ◽  
Word Of Mouth ◽  
A Priori ◽  
Cross Sectional Survey ◽  
Brand Relationships ◽  
Cross Sectional ◽  
Brand Relationship ◽  
Consumer Experiences ◽  
Different Types ◽  
Different Dimensions

Word of Mouth (WOM) is typically investigated as an exogeneous variable influencing consumers´ future product purchases. Whereas drivers of positive and negative WOM are well investigated, antecedents of different types of positive WOM are hardly differentiated. This research investigates the multifaceted nature of consumers’ product and brand encounters as antecedents of distinct WOM referral dimensions. A large-scale cross-sectional survey connects WOM incidents with consumers’ a-priori product and brand interactions. Seemingly unrelated regressions are applied to disentangle the effects of product appraisal and brand relationship on different dimensions of customer referral. Whereas product appraisals evoke functional referral, brand relationships particularly foster prescriptive and emotional WOM. Researchers are thus encouraged to inspect ex ante experiences with products and brands to better explain and predict consumers’ WOM behavior. Practitioners can use the derived insights to proactively steer desirable forms of WOM by designing supportive consumer experiences.

scholarly journals Motivations of brand avoidance

2020 ◽  
Author(s):  
Dóra Tamasits
Keyword(s):  
Qualitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Brand Personality ◽  
Negative Word ◽  
Consumer Loyalty ◽  
Symbolic Consumption ◽  
Extant Literature ◽  
Brand Relationship ◽  
Functional Factors

Present study demonstrates the widely known and debated consumer-brand relationship, particularly focusing on the phenomenon of brand avoidance. However, the traditional consumer researches focus predominantly on the consumer loyalty, the examination of negative consumer-brand relationship is actual. The extant literature on the field brand avoidance is scarce. It is important to discover which factors are the those key elements that cause the brand avoidance. Firstly, if we know these factors we can prevent for more losing consumers. Secondly, nowadays the opinion of consumers is critic for the brand successful, because the negative word of mouth (WOM) might be harmful. Based on my previous suppositions the motivation of the brand avoidance are caused by symbolic consumption (selfexpression) which means consumers avoid certain brand because of the brand personality, brand image and the typical brand user. Partly, the results of the qualitative research certifies my previous suppositions, but the functional factors and the message of the advertisement are important elements for the brand avoidance as well.

Threat, Coping, and Cost: Protection Motivation in the Context of Consumer Complaining

2015 ◽  
Vol 45 (6) ◽  
pp. 840-861 ◽  
Author(s):  
San Bolkan
Keyword(s):  
Word Of Mouth ◽  
Protection Motivation Theory ◽  
Negative Word ◽  
Adaptive Behaviors ◽  
Protection Motivation ◽  
Organizational Practices ◽  
Motivation Theory ◽  
Complaining Behavior ◽  
Type Of Behavior

Despite doing their best to keep customers satisfied, organizations can upset their patrons when expectations go unmet. When these organizational failures occur, consumers sometimes complain directly to companies. This type of behavior may be considered adaptive insofar as it helps individuals rectify their problems and allows organizations to fix issues for others as well. However, not all consumers complain to companies when they experience dissatisfaction; instead, many people choose to engage in less adaptive behaviors such as spreading negative word of mouth or withholding their patronage. This study was conducted to examine how variables related to protection motivation theory (i.e., threat, coping, and cost) relate to consumers’ choices regarding complaint behaviors. Four hundred fifty-four participants were solicited online to respond to hypothetical scenarios regarding organizational failures. The data indicated participants’ perceptions of threat and cost interacted to predict complaining behavior. Results are discussed as they pertain to organizational practices.

Differentiating between different forms of moral obligations

2020 ◽  
Vol 43 ◽  
Author(s):  
Rajen A. Anderson ◽  
Benjamin C. Ruisch ◽  
David A. Pizarro
Keyword(s):  
Moral Character ◽  
Moral Obligations ◽  
Different Types

Abstract We argue that Tomasello's account overlooks important psychological distinctions between how humans judge different types of moral obligations, such as prescriptive obligations (i.e., what one should do) and proscriptive obligations (i.e., what one should not do). Specifically, evaluating these different types of obligations rests on different psychological inputs and has distinct downstream consequences for judgments of moral character.

An Empirical Investigation into Personal Characteristics' Effect on Choosing Complaint Channels

2019 ◽  
Vol 3 (4) ◽  
pp. 195-208
Author(s):  
Hannes Boepple ◽  
Janine Göttling ◽  
Marie-Christin Papen ◽  
Florian U. Siems
Keyword(s):  
Word Of Mouth ◽  
Empirical Investigation ◽  
Personal Characteristics ◽  
Negative Word ◽  
Channel Choice ◽  
Valuable Customer ◽  
Word Of Mouth Communication ◽  
Customer Reaction ◽  
Managerial Perspective ◽  
Selection Of

For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which aspects influence the selection of the complaint channel (e. g. telephone, social media). Therefore, a 1x2 experimental study (n = 244) was conducted. Results reveal effects of personal characteristics (aggressiveness, argumentativeness and social anxiety) on complaint channel choice. A moderating effect of failure severity was also partially found. From a managerial perspective, it is recommended to provide various complaint options. This would allow the disappointed consumer to choose an adequate complaint channel depending on his or her personality.

scholarly journals Crisis Communication Preparedness Practices Among U.S. Charitable Organizations: Results From a National Survey

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110145
Author(s):  
Ryan P. Fuller ◽  
Antonio La Sala
Keyword(s):  
Nonprofit Organizations ◽  
Crisis Management ◽  
Crisis Communication ◽  
Online Survey ◽  
Word Of Mouth ◽  
Negative Word ◽  
Organizational Crisis ◽  
Crisis Planning ◽  
Charitable Organizations ◽  
Major Stakeholder

Organizations should prepare for crises, through identifying crisis concerns, having written crisis communication plans, and designating teams for crisis planning and response, for example. Nonprofit organizations, which represent an important sector of U.S. society, are no different in needing to prepare, but to date, a review of their crisis communication preparedness is lacking. Therefore, a national online survey of 2,005 U.S. charitable organizations was administered to determine nonprofit organizations’ adoption of an anticipatory perspective of crisis management. The anticipatory perspective shifts the organization’s focus from reaction to crises to anticipation of them. According to the survey, 75% of organizations reported at least one organizational crisis in the 24 months prior to taking the survey (circa 2017–2019). Loss of a major stakeholder was the most common organizational crisis that had occurred and the greatest future concern. Most nonprofits (97.5%) reported implementing some crisis communication preparedness tactics. Importantly, charitable organizations can enact communication preparedness tactics without significantly detracting from program delivery. Moreover, given the general concerns within the sector, nonprofit organizations should prepare specifically for loss of a major stakeholder and technologically created crises such as data breaches and negative word of mouth on social media.

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