Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode

M. S. Maleeha Shahid Sameeni, W. Wasim Ahmad and R. Filieri ()
Additional contact information
R. Filieri: Audencia Business School

Post-Print from HAL

Abstract: Drawing on regret theory and the product-type literature, it is argued that emotions elicited during hedonic product consumption reduce the negative consequences of regret and brand betrayal, by amplifying consumers' cognitive regret-regulation and attenuating behavioral regret-coping. An empirical survey of 807 participants who faced post-purchase regret as a result of brand betrayal supports the stronger (vs. weaker) emotional and behavioral effects of utilitarian (vs. hedonic) products. The findings reveal that brand betrayal for utilitarian (vs. hedonic) products leads to stronger (vs. weaker) feelings of regret. Further, the discovery of betrayal from others (vs. personal experience) intensifies the effect of brand betrayal, which is stronger for utilitarian (vs. hedonic) products. Moreover, consumers exhibit a higher intensity of brand avoidance, vindictive negative word-ofmouth, and vindictive complaining with utilitarian (vs. hedonic) products. The findings enrich regret theory and the product-type literature and provide managerial guidance for effective brand strategy formulation in brand transgressions.

Keywords: Brand betrayal; Post-purchase regret; Hedonic products; Utilitarian products; Negative word-of-mouth (search for similar items in EconPapers)
Date: 2022-03
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Published in Journal of Business Research, 2022, ⟨doi.org/10.1016/j.jbusres.2021.12.019⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-04779117

DOI: 10.1016/j.jbusres.2021.12.019

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().