How Could You Do This to Me? Brand Betrayal and Its Consumer Behavior Implications

Arianna Uhalde, University of Southern California, USA
Deborah MacInnis, University of Southern California, USA
We outline the conceptual properties and hypothesized effects of brand betrayal, defined as a negative consumer experience resulting from a deceit-based brand transgression directly related to the basis for brand attachment. Two studies consider how brand betrayal influences consumers’ emotions, brand attachment, perceived brand authenticity, forgiveness, and desire for revenge.
[ to cite ]:
Arianna Uhalde and Deborah MacInnis (2013) ,"How Could You Do This to Me? Brand Betrayal and Its Consumer Behavior Implications", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.