Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
6575794 | Public Relations Review | 2018 | 11 Pages |
Abstract
The antecedent concepts from SCCT all affect betrayal, with the attributed responsibility being the strongest predictor. Customers also feel more betrayed when the crisis directly threatens the company's defining attribute and when they strongly identify with the company. Consequently, sense of betrayal has strong effects on customers' attitudinal, emotional, and intentional responses.
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Authors
Liang Ma,