Rasouli, Nasrin; Alimohammadirokni, Mohammad; … - In: Consumer Behavior in Tourism and Hospitality 18 (2023) 4, pp. 483-498
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...
