...Wolfgang Weitzl; Clemens Hutzinger Purpose This study aims to investigate how consumers’ desire for retaliation and intention to voice negative word-of-mouth – following a transgression of their favorite brand – can be explained by feelings of brand betrayal and brand shame. Design/methodology...

...David Vidal Purpose – The purpose of this research is to examine why a buying firm in a marketing channel may retaliate against its supplier. The objective of this paper is thus to understand the individual and organizational variables that may prompt a buying company to retaliate against its...