Insights into the Experience of Brand Betrayal: From What People Say and What the Brain Reveals

By M. Reimann, D. Macinnis, V. Folkes, Arianna Uhalde, Gratiana Pol. Journal of the Association for Consumer Research, 2018

90 citations recorded by the source corpus.

Subfields: Clinical Psychology, Cognitive Neuroscience, Social Psychology

View Paper: https://www.semanticscholar.org/paper/0fd790842530af74085a7410e7c4b59308e43609

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In Social Psychology

1. Teck Ming Tan

Citations in the corpus

• I love you, but you let me down! How hate and retaliation damage customer-brand relationship (2022, unknown): “Relatively recent studies have also confirmed that dis-confirmation of expectations, driven by negative experiences and infringement of customers ’ essential expectations, leads to brand betrayal as well (Parmentier and Fischer 2015; Reimann et al., 2018; Wiggin and Yalch 2015).”
• Making and breaking relationships on social media: the impacts of brand and influencer betrayals (2021, background): “Brand betrayal has been defined as an unpleasant emotion evoked by a moral violation on the part of a brand that the individual has a strong self-brand connection with, fracturing the relationship that the individual has with the brand (Reimann et al., 2018; Tan et al., 2021).”