This study investigates whether brand betrayal, caused primarily by deceptive brand communication, incites brand hate among consumers. We performed PLS-based structural equation modeling, using SmartPLS on a dataset comprising 450 respondents selected through Mall Intercept sampling to...

Sustainable consumption is increasingly considered critical for the sustainable growth of developing countries. Consequently, these countries exert significant efforts to foster sustainable consumption behaviors among the consumer public to maximize their sustainability outcomes. This research,...