Examining the effects of ideological incompatibility on negative word-of-mouth for service brands

Shahidul Islam (), Md Rokonuzzaman (), Pramod Iyer () and Syed Habib Anwar Pasha ()
Additional contact information
Shahidul Islam: Comilla University
Md Rokonuzzaman: Clayton State University
Pramod Iyer: Coles College of Business, Kennesaw State University
Syed Habib Anwar Pasha: Eastern University

Journal of Brand Management, 2025, vol. 32, issue 3, No 1, 167-183

Abstract: Abstract This study examines the effect of ideological incompatibility (IDEO) on negative word-of-mouth (NWOM) through perceived betrayal and brand hate for service brands in a developing country context. This paper also investigates the moderating roles of negative experience and narcissism. The research model was examined using survey data from 397 telecommunication service brand users in Bangladesh. The hypotheses were evaluated using partial least squares structural equation modeling (PLS-SEM). Results reveal that perceived betrayal and brand hate serially mediate the relationship between IDEO and NWOM. Both negative experience and narcissism play moderating roles in the relationships in the model. This study investigates a complex framework of mediation and moderation that sheds light on the factors contributing to a negative relationship between consumers and telecommunication service brands in a developing country. Theoretical and practical implications are also discussed.

Keywords: Service brands; Ideological incompatibility; Brand hate; Narcissism; Negative word-of-mouth (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41262-025-00377-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:32:y:2025:i:3:d:10.1057_s41262-025-00377-0

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-025-00377-0

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().