Investigating The Effects Of Brand Relationship Quality On Consumer Brand Sabotage Through Mediating Effect Of Negative Emotion

Abstract

he purpose of this study is to investigate the relationship between brand relationship quality and consumer
brand sabotage through mediating effect of negative emotion. This study addresses the issues regarding
consumer brand sabotage. The proposed model is supported by stimulus organism response (S-O-R) theory.
The theoretical framework helps future researchers to get better understanding of constructs and support
to apply in other service contexts