Determinants of brand sabotage among railways consumer in Pakistan

The brands are faced a new form of harmful consumer behavior in recent years. They face consumers who have turned hostile and who are highly determined to cause harm to the brand. Therefore, the purpose of the study is to investigate the relationship between brand experience, brand reputation, brand...

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Main Author:	Qasim, Saba
Format:	Thesis
Language:	eng eng
Published:	2021
Subjects:	HD28-70 Management Industrial Management HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/9903/1/permission%20to%20deposit-allow-902613.pdf https://etd.uum.edu.my/9903/2/s902613_01.pdf
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id	my-uum-etd.9903
record_format	uketd_dc
spelling	my-uum-etd.99032022-09-28T08:12:42Z Determinants of brand sabotage among railways consumer in Pakistan 2021 Qasim, Saba Md. Salleh, Salniza Shaari, Hasnizam School of Business Management School of Business Management HD28-70 Management. Industrial Management HF5415.33 Consumer Behavior. The brands are faced a new form of harmful consumer behavior in recent years. They face consumers who have turned hostile and who are highly determined to cause harm to the brand. Therefore, the purpose of the study is to investigate the relationship between brand experience, brand reputation, brand relationship quality and consumer brand sabotage with the mediation effect of negative emotion. This study assumed that that brand experience, brand reputation, brand relationship quality and negative emotion contribute towards to the adoption of consumer brand sabotage. The research is based on stimulus organism response theory to fill the gap between branding practices and consumer brand sabotage. The consumer data of this study was collected through systematic intercept survey approach at major railways of Pakistan. The data was analyzed by Partial Least Squares Structural Equation Modelling. The result of the study indicates a significant relationship between brand experience towards negative emotion and consumer brand sabotage with the mediation effect of negative emotion. Brand reputation also has a significant relationship between negative emotion and consumer brand sabotage with the mediation effect of negative emotion. Brand relationship quality has insignificant relationship with negative emotion and also consumer brand sabotage with the mediation effect of negative emotion. The research concludes with recommendations, theoretical contribution, practical and managerial contribution and methodological contribution, as well as limitations and suggestions for future research. 2021 Thesis https://etd.uum.edu.my/9903/ https://etd.uum.edu.my/9903/1/permission%20to%20deposit-allow-902613.pdf text eng staffonly https://etd.uum.edu.my/9903/2/s902613_01.pdf text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Md. Salleh, Salniza Shaari, Hasnizam
topic	HD28-70 Management Industrial Management HF5415.33 Consumer Behavior.
spellingShingle	HD28-70 Management Industrial Management HF5415.33 Consumer Behavior. Qasim, Saba Determinants of brand sabotage among railways consumer in Pakistan
description	The brands are faced a new form of harmful consumer behavior in recent years. They face consumers who have turned hostile and who are highly determined to cause harm to the brand. Therefore, the purpose of the study is to investigate the relationship between brand experience, brand reputation, brand relationship quality and consumer brand sabotage with the mediation effect of negative emotion. This study assumed that that brand experience, brand reputation, brand relationship quality and negative emotion contribute towards to the adoption of consumer brand sabotage. The research is based on stimulus organism response theory to fill the gap between branding practices and consumer brand sabotage. The consumer data of this study was collected through systematic intercept survey approach at major railways of Pakistan. The data was analyzed by Partial Least Squares Structural Equation Modelling. The result of the study indicates a significant relationship between brand experience towards negative emotion and consumer brand sabotage with the mediation effect of negative emotion. Brand reputation also has a significant relationship between negative emotion and consumer brand sabotage with the mediation effect of negative emotion. Brand relationship quality has insignificant relationship with negative emotion and also consumer brand sabotage with the mediation effect of negative emotion. The research concludes with recommendations, theoretical contribution, practical and managerial contribution and methodological contribution, as well as limitations and suggestions for future research.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Qasim, Saba
author_facet	Qasim, Saba
author_sort	Qasim, Saba
title	Determinants of brand sabotage among railways consumer in Pakistan
title_short	Determinants of brand sabotage among railways consumer in Pakistan
title_full	Determinants of brand sabotage among railways consumer in Pakistan
title_fullStr	Determinants of brand sabotage among railways consumer in Pakistan
title_full_unstemmed	Determinants of brand sabotage among railways consumer in Pakistan
title_sort	determinants of brand sabotage among railways consumer in pakistan
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2021
url	https://etd.uum.edu.my/9903/1/permission%20to%20deposit-allow-902613.pdf https://etd.uum.edu.my/9903/2/s902613_01.pdf
_version_	1747828698459930624

Determinants of brand sabotage among railways consumer in Pakistan

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