Model estimation results (Study 2)
| Dependent variables | ||||
|---|---|---|---|---|
| Brand betrayal (BET) | Brand shame (SHA) | Desire for retaliation (RET) | Negative word-of-mouth (NWOM) | |
| Predictors | ||||
| DIS | 1.554 (0.130)*** | – | −0.073 (0.083) | – |
| BET | – | 0.503 (0.029)*** | – | – |
| SHA | – | – | 0.660 (0.053)*** | – |
| RET | – | – | – | 1.209 (0.061)*** |
| Controls | ||||
| Relationship length | −0.207 (0.057)*** | 0.010 (0.030) | −0.034 (0.035) | 0.012 (0.039) |
| Relationship quality | 0.052 (0.044) | 0.008 (0.023) | 0.074 (0.028)** | −0.073 (0.031)* |
| R² | 23.9% | 65.0% | 39.1% | 70.7% |
| Model fit | χ² = 221.64, df = 89, χ²/df = 2.490, RMSEA = 0.050, CFI = 0.977, SRMR = 0.041 | |||
| Dependent variables | ||||
|---|---|---|---|---|
| Brand betrayal ( | Brand shame ( | Desire for retaliation ( | Negative word-of-mouth ( | |
| 1.554 (0.130) | – | −0.073 (0.083) | – | |
| – | 0.503 (0.029) | – | – | |
| – | – | 0.660 (0.053) | – | |
| – | – | – | 1.209 (0.061) | |
| Relationship length | −0.207 (0.057) | 0.010 (0.030) | −0.034 (0.035) | 0.012 (0.039) |
| Relationship quality | 0.052 (0.044) | 0.008 (0.023) | 0.074 (0.028) | −0.073 (0.031) |
| 23.9% | 65.0% | 39.1% | 70.7% | |
| Model fit | ||||
DIS = dissatisfaction (1 = low dissatisfaction; 2 = high dissatisfaction). Column entries refer to unstandardized regression coefficients (standard errors in parentheses). Figures correspond to hypothesized parameters (one-tailed test for hypothesized effects). ***p < 0.001; **p < 0.01; *p < 0.05
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