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

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode. / Shahid Sameeni, Maleeha; Ahmad, Wasim; Filieri, Raffaele.
In: Journal of Business Research, Vol. 141, 31.03.2022, p. 137-150.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Shahid Sameeni, M, Ahmad, W & Filieri, R 2022, 'Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode', Journal of Business Research, vol. 141, pp. 137-150. https://doi.org/10.1016/j.jbusres.2021.12.019

APA

Shahid Sameeni, M., Ahmad, W., & Filieri, R. (2022). Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode. Journal of Business Research, 141, 137-150. https://doi.org/10.1016/j.jbusres.2021.12.019

Vancouver

Shahid Sameeni M, Ahmad W, Filieri R. Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode. Journal of Business Research. 2022 Mar 31;141:137-150. Epub 2021 Dec 21. doi: 10.1016/j.jbusres.2021.12.019

Author

Shahid Sameeni, Maleeha ; Ahmad, Wasim ; Filieri, Raffaele. / Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products : The moderating role of betrayal discovery mode. In: Journal of Business Research. 2022 ; Vol. 141. pp. 137-150.

Bibtex

@article{b12370083b554952aa09985cd9820de6,
title = "Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode",
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{\textquoteright} 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-of-mouth, 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, Hedonic products, Negative word-of-mouth, Post-purchase regret, Utilitarian products",
author = "{Shahid Sameeni}, Maleeha and Wasim Ahmad and Raffaele Filieri",
note = "Publisher Copyright: {\textcopyright} 2021 Elsevier Inc.",
year = "2022",
month = mar,
day = "31",
doi = "10.1016/j.jbusres.2021.12.019",
language = "English",
volume = "141",
pages = "137--150",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",

}

RIS

TY - JOUR

T1 - Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products

T2 - The moderating role of betrayal discovery mode

AU - Shahid Sameeni, Maleeha

AU - Ahmad, Wasim

AU - Filieri, Raffaele

N1 - Publisher Copyright: © 2021 Elsevier Inc.

PY - 2022/3/31

Y1 - 2022/3/31

N2 - 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-of-mouth, 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.

AB - 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-of-mouth, 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.

KW - Brand betrayal

KW - Hedonic products

KW - Negative word-of-mouth

KW - Post-purchase regret

KW - Utilitarian products

U2 - 10.1016/j.jbusres.2021.12.019

DO - 10.1016/j.jbusres.2021.12.019

M3 - Journal article

AN - SCOPUS:85121430807

VL - 141

SP - 137

EP - 150

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -