Investigating and analyzing the impact of the dimensions of negative experiences of consumers on the behavioral reaction towards the brand

Articles in Press

Document Type : Research Paper

Authors

1 M. A. Student, Business Administration. Shahed University

2 Associate Professor, Shahed University

10.22051/bmr.2024.48072.2610

Abstract

Abstract

The purpose of this research; Investigating the impact of negative experiences on the behavioral reaction of consumers towards the brand. According to the mentioned goal, in this research, by comprehensively and accurately examining the impact of negative experiences through the mediating role of betrayal and hatred of the brand on the behavioral reaction of consumers with the moderating role of love for the brand, appropriate solutions can be proposed to reduce negative experiences. This research is an applied study in terms of its purpose, and descriptive-survey in terms of data collection method. To collect information, the library method and the study of articles and specialized books related to the research variables have been used, and to collect data, a researcher-made questionnaire has been designed using the indicators and research components of Jobin et al. (2022). The statistical population of the current research included all consumers of Sheila restaurant products in Tehran. Due to the unlimited size of the population, the sample size was determined to be 384 people based on Cochran's formula. The sampling method in this research is random. The data collected by questionnaire was analyzed using structural equation modeling method and PLS and SPSS software. And the results of the research showed that negative experiences have a significant effect on the behavioral reaction of consumers towards the brand.

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Quarterly Journal of Brand Management

Articles in Press, Accepted Manuscript
Available Online from 19 February 2025

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