I Love You Even if You Betray Me! The Consumer's Perception of Brand Betrayal through an Empirical Analysis

This study contributes to the analysis of negative perceptions in the consumer-brand relationship, specifically focusing on the betrayal perceived following a brand’s evolution. This line of research, which is in its nascent phase, notably lacks analysis of the emotional aspects rather than those related to the product/service itself. The study employs a quantitative analysis based on questionnaires administered to female consumers of a well-known Italian fashion house whose brand has recently evolved. A total of 408 questionnaires were collected and analysed using a structural equation model through which we examine the relationship between perceived betrayal and consumer reaction, with a focus on the influence of the degree of brand integration into the consumer’s identity and the social pressure from salient referents. The results show that the appraisal of brand transgression negatively impacts the degree of brand integration into the consumer’s identity, while positively influencing the social pressure from salient referents. In turn, this social pressure exacerbates the perception of brand betrayal. This research represents one of the first studies on the emotional aspects related to brand betrayal. It provides interesting suggestions for practitioners advising them on the impact of social actors on the consumer’s perceptions, while also underlining the importance of the consumers’ connections with the brand