significant mediating effect of perceived deception in the swelling of brand hate attributable to brand betrayal has been … empirically substantiated. A moderation analysis reveals that the relationship between brand betrayal and perceived deception and … the association between perceived deception and brand hate become more robust due to the crossover of negativity …

significant mediating effect of perceived deception in the swelling of brand hate attributable to brand betrayal has been … empirically substantiated. A moderation analysis reveals that the relationship between brand betrayal and perceived deception and … the association between perceived deception and brand hate become more robust due to the crossover of negativity …

This paper assesses the antecedent and consequence of consumer perceived deception (CPD) on consumer trust …