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

This study explores the impact of perceived brand betrayal on two types of brand hate and their subsequent effects on consumer behavioral responses. It also investigates how these relationships vary between customers with/without past negative experiences. Data about luxury hotels were obtained using an online survey in Iran. Partial least squares structural equation modeling was used for data analysis . The findings indicate that perceived betrayal positively influences passive and active brand hate, leading to negative behavioral responses. Moreover, a significant difference was found between the two groups of customers with/without past negative experiences regarding the effect of perceived betrayal on active hate and the effect of active hate on negative behavioral responses. By applying appraisal theory, this study provides a unique contribution by examining avoidance and attack strategies as behavioral consequences of service failures and comparing their impacts on customers with/without past negative experiences. • Understanding the direct effects of Perceived brand betrayal on brand hate as a two-dimensional construct. • Understanding how brand hate as a two-dimensional construct affects Avoidance-like and Attack-like behaviors. • Understanding customer type’s moderating effects on brand hate and behavioral response strategies.