A CFA was used to assess the psychometric properties of all included latent variables’ measures. The proposed measurement model fitted the data well (χ2 = 89.99, df = 44, χ2/df = 2.045, RMSEA = 0.040, CFI = 0.992, SRMR = 0.020). Both validity and reliability were also established as indicated by (a) high Cronbach’s alpha coefficients (ranging from 0.836 to 0.896), (b) satisfactory item-to-construct standardized loadings (ranging from 0.756 to 0.897) and (c) appropriate composite reliabilities (ranging from 0.837 to 0.897), as well as good AVE values (ranging from 0.632 to 0.792), exceeding the conventional thresholds. Furthermore, the data supported discriminant validity, as the AVE values largely exceeded the corresponding squared correlations of the construct pairings (Fornell and Larcker, 1981). The following table provides a summary of the items’ psychometric properties.
| Constructs/measurement items | Standardized factor loading |
|---|---|
| Dissatisfaction (DIS) – Based onZarantonello et al. (2016), α = 0.896, CR = 0.897, AVE = 0.745 | |
| I am disappointed because of buying this brand | 0.889*** |
| I feel displeased for choosing this brand | 0.863*** |
| I feel disillusioned because of selecting this brand | 0.836*** |
| Brand betrayal (BET) – Based onGrégoire and Fisher (2008), α = 0.884, CR = 0.884, AVE = 0.792 | |
| I feel betrayed by the brand | 0.893*** |
| I feel cheated by this brand | 0.887*** |
| Brand shame (SHA) – Based onHarder and Zalma (1990), α = 0.860, CR = 0.860, AVE = 0.754 | |
| I feel ashamed because of buying this brand | 0.891*** |
| I feel embarrassed after purchasing this brand | 0.845*** |
| Desire for retaliation (RET) – based onGrégoire and Fisher (2006), α = 0.836, CR = 0.837, AVE = 0.632 | |
| I have the desire to do something bad to the brand | 0.786*** |
| I want to punish the brand in some way | 0.840*** |
| I want to cause inconvenience to the brand | 0.756*** |
| Negative word-of-mouth (NWOM) – based onGrégoire and Fisher (2006), α = 0.868, CR = 0.869, AVE = 0.768 | |
| I will spread negative word-of-mouth about this brand | 0.897*** |
| I will badmouth this brand to my friends | 0.855*** |
| Constructs/measurement items | Standardized factor loading |
|---|---|
| I am disappointed because of buying this brand | 0.889*** |
| I feel displeased for choosing this brand | 0.863*** |
| I feel disillusioned because of selecting this brand | 0.836*** |
| I feel betrayed by the brand | 0.893*** |
| I feel cheated by this brand | 0.887*** |
| I feel ashamed because of buying this brand | 0.891*** |
| I feel embarrassed after purchasing this brand | 0.845*** |
| I have the desire to do something bad to the brand | 0.786*** |
| I want to punish the brand in some way | 0.840*** |
| I want to cause inconvenience to the brand | 0.756*** |
| I will spread negative word-of-mouth about this brand | 0.897*** |
| I will badmouth this brand to my friends | 0.855*** |
All items were measured on seven-point scales, anchored at 1 = “I strongly disagree” and 7 = “I strongly agree”. α: Cronbach’s alpha, CR: composite reliability, AVE: average variance extracted; ***p < 0.001
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