Exploring Relationships Amongst Negative Brand Experience (nBX), Consumer Distrust, and Negative Word-of-Mouth (nWOM)

Authors

  • Dhananjay Bapat Indian Institute of Management, Raipur, India
  • Jacqueline A. Williams North Carolina A&T State University, USA

Keywords:

negative brand experience, relational negative brand experience, distrust, negative word-of-mouth

Abstract

A consequence of the availability of social media platforms is that consumers can easily share their negative experiences 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.

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2023-12-05

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