Authors
1
Ph.D student in Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran
2
Associate Professor, Department of Business Management, Faculty of Management and Social Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran
3
Faculty of Management and Social Sciences, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran
4
Assistant Professor, Department of Business Management, School of Management and Social Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran
10.52547/JABM.3.2.20023
Abstract
Brand betrayal occurs when a customer's betrayal of a company or brand intentionally violates what is defined as a norm in the text of their relationship. The purpose of this research is to design and explain the model of consumer betrayal of the brand and its effect on the special value of the brand in electronic businesses. This qualitative research has been done using foundational data theory. For this purpose, the opinions of business management experts and academic professors were conducted through an open interview. First, a set of primary themes was collected during the recoding process and categories were obtained from them. In line with the aim of the research, 180 codes were obtained, then in the central coding stage, they were classified in the form of 18 sub-categories, and finally, the link between these categories was determined in the form of a coding paradigm. And in the selective coding stage, each component of the coding paradigm was explained. Finally, it presents the model of consumer betrayal of the brand. On the one hand, brand betrayal is a severe form of dissatisfaction with the brand, but on the other hand, brand betrayal is experienced completely differently from dissatisfaction. Anyway; Such behavior may lead to great effects in the interactions between the buyer and the seller, which threaten the continuation of the relationship in the future with the reactions of the victim after the clear betrayal.
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