Effect of past relationship quality on brand hate: a serial mediation effect of perceived betrayal and blame attribution
Authors:
- 29 October 2026
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Theory and Practice
- p. 1-17
Abstract
The last decade has seen a surge of scholarly work focusing on studying brand hate. Drawing parallels from psychology and interpersonal relationship literature, brand hate has been discussed as an ...Keywords
This publication has 99 references indexed in Scilit:
- Brand hate: a systematic literature review and future perspectivesManagement Review Quarterly, 2024
- The paradoxical role of relationship quality on consumer privacy: Its effects on relinquishing and safeguarding informationJournal of Consumer Behaviour, 2022
- The role of betrayal in the response to value and performance brand crisisMarketing Letters, 2021
- Consumer Brand Hate: Steam rolling whatever I seePsychology & Marketing, 2018
- The emotion account of blamePhilosophical Studies, 2016
- Brand Hate2016
- Brand Attachment and Consumer Emotional Response to Unethical Firm BehaviorPsychology & Marketing, 2012
- e‐WOM Scale: word‐of‐mouth measurement scale for e‐services contextCanadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration, 2010
- Customer betrayal and retaliation: when your best customers become your worst enemiesJournal of the Academy of Marketing Science, 2007
- The effects of relationship quality on customer retaliationMarketing Letters, 2006