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- Title
EXPLORING RELATIONSHIPS AMONGST NEGATIVE BRAND EXPERIENCE (nBX), CONSUMER DISTRUST, AND NEGATIVE WORD-OF-MOUTH (nWOM).
- Authors
Bapat, Dhananjay; Williams, Jacqueline A.
- Abstract
A consequence of the availability of social media platforms is that consumers can easily share their negative experience and/or post negative service reviews about brands. Consumers are more likely to share their negative experiences on social media about brand wrongdoings than posting positive experiences. A model is presented that depicts negative brand experience as a complex set of experiential dimensions impacting consumer distrust and negative word-of-mouth. The findings indicate that among various negative brand experience dimensions, the relational brand experience dimension significantly influences negative word of mouth. Distrust partially mediates the relationship between relational negative brand experience and negative word of mouth. To our knowledge, the study is the first of its kind to integrate negative brand experience, distrust, and negative word of mouth.
- Subjects
WORD of mouth advertising; BRANDING (Marketing); SOCIAL media; COMMUNICATION; CONSUMERS
- Publication
Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 2023, Vol 36, Issue 2, p68
- ISBN
9781609074084
- ISSN
0899-8620
- Publication type
Article