Investigating the relationship between brands related the consumers’ attitudes and the consumers’ brand sabotage through the consumers’ aggression. The moderating role of customer relationship management

Abstract

This study examines Consumers' Brand Sabotage (CBS), which is deliberate and aggressive behavior intended to harm a brand, typically occurring when a consumer-brand relationship completely breaks down. Despite its significance, CBS has been under-researched. The airline industry, crucial to the global economy, often experiences customer dissatisfaction, which is widely shared online. This research integrates various previous studies to comprehensively assess factors influencing traveler behavior, focusing on the relationship between perceived brand value, brand loyalty, and CBS, moderated by consumer aggression and mediated by customer relationship management (CRM). The quantitative study targeted frequent airline passengers using purposive sampling for efficiency. It analyzed customer behaviors following service failures, such as delays and poor management. Findings reveal a strong negative relationship between perceived brand value, brand loyalty, and CBS. CRM did not significantly mediate this relationship, suggesting further research is needed. The study concludes that improving customer experience and perceptions can reduce CBS, emphasizing the importance of managing negative brand-related outcomes while enhancing consumer perceptions.