The effect of perceived brand betrayal on brand hate, avoidance-like and attack-like strategies : a comparative study of customers with/without past negative experiences
Nasrin Rasouli, S. Mostafa Rasoolimanesh, Mohammad Alimohammadirokni, Ayatollah Momayez
| Year of publication: |
2025
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|---|---|
| Authors: | Rasouli, Nasrin ; Rasoolimanesh, S. Mostafa ; Alimohammadirokni, Mohammad ; Momayez, Ayatollah |
| Published in: |
International journal of hospitality management. - Amsterdam [u.a.] : Elsevier Science, ISSN 0278-4319, ZDB-ID 2027743-X. - Vol. 126.2025, Art.-No. 104056, p. 1-14
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| Subject: | Attack-like strategies | Avoidance-like strategies | Brand hate | Customers with/without past negative experiences | Perceived brand betrayal | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenartikel | Brand | Kundenzufriedenheit | Customer satisfaction | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijhm.2024.104056 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015358875