Vol. 21, N°1 (2026)

72

24

The consequences of the customer's sense of betrayal online: case of the Nescafé brand

Résumé

This research aims to understand how perceived betrayal influences consumers' decisions to boycott a brand online through the spread of negative word of mouth and public complaints. We opted for a quantitative approach with 110 consumers who consume the Nescafé brand from an online survey using smart PLS 4 software to analyze the data. The results showed that brand avoidance can amplify the sense of perceived betrayal, which in turn significantly influences negative consumer behaviors such as electronic word of mouth (eWOM), public complaints online, and online boycotts.  The practical and theoretical implications of this research are discussed, providing insights into how the results can be applied or influence practices in the field of brand avoidance. These implications could encompass consumer to boycott some brand betrayal.  This study contributes to the literature by highlighting the originality of the research, whether through the innovative concept the brand hate and can lead consumers to boycott certain brands. The relevance and value of this research are evidenced by boycott some brand betrayal driven by the dissemination of negative word of mouth and public complaints."

Comment citer cet article

Sameh Tebourbi & Molka Boujelben (20265), "The consequences of the customer's sense of betrayal online: case of the Nescafé brand", International Journal of Management And Technologies, Vol.21, N°1, pp: 16-30. http://www.ijmat.tn/pages/articles/30/178