Measurement model assessment
| Constructs | Items | Factor loadings | CR | AVE | Mean | SD | Sources |
|---|---|---|---|---|---|---|---|
| Opportunistic product recall | I think my car company is trying to make me buy new part(s) for my car | 0.921 | 0.940 | 0.807 | 2.44 | 1.48 | (Mansor and Kader Ali, 2017) |
| I think, through the product recall my car company is trying to increase their brand awareness | 0.801 | ||||||
| I think the product recall is an opportunistic measure taken by my car company | 0.889 | ||||||
| I think my car company is trying to make me buy one of their new car devices | 0.945 | ||||||
| I think the product recall is a means of advertisement for my car company | 0.927 | ||||||
| Anger | I felt angry with my car company employees | 0.975 | 0.972 | 0.947 | 2.74 | 1.85 | (Gelbrich, 2010) |
| I felt mad with my car company employees | 0.968 | ||||||
| I felt furious about my car company and its employees | 0.975 | ||||||
| Regret | You regret your decision to stay with your car company | 0.951 | 0.957 | 0.921 | 2.44 | 1.62 | (Inman and Zeelenberg, 2002) |
| If you could do it again, you would change your decision | 0.967 | ||||||
| You would have been happier if you had made a different decision | 0.961 | ||||||
| Brand hate | I am disgusted by the brand of my car company | 0.925 | 0.954 | 0.816 | 2.1 | 1.41 | (Hegner et al., 2017) |
| I do not tolerate my car company and its brand | 0.928 | ||||||
| The world would be a better place without the brand of my car | 0.916 | ||||||
| I am totally angry about the brand of my car | 0.791 | ||||||
| My car brand is awful | 0.924 | ||||||
| I hate the brand of my car | 0.930 | ||||||
| Protest behavior | I participated in boycotting the company | 0.945 | 0.971 | 0.852 | 1.94 | 1.35 | (Grappi et al., 2013) |
| I blogged against the company | 0.946 | ||||||
| I participated in picketing the company | 0.943 | ||||||
| I participated in actions of resistance against the company (e.g., try to stop the company from selling its products) | 0.950 | ||||||
| I supported legal actions against the company | 0.913 | ||||||
| I joined collective movements against the company | 0.953 | ||||||
| I complained to the company | 0.804 | ||||||
| Revenge | I took actions to get revenge on the car company | 0.935 | 0.947 | 0.862 | 1.97 | 1.49 | (Haase et al., 2022) |
| I considered ways to seek revenge against the car company | 0.941 | ||||||
| I took actions to attempt to damage the reputation of the car company | 0.927 | ||||||
| I thought about ways to damage the reputation of the car company | 0.911 |
| Constructs | Items | Factor loadings | Mean | Sources | |||
|---|---|---|---|---|---|---|---|
| Opportunistic product recall | I think my car company is trying to make me buy new part(s) for my car | 0.921 | 0.940 | 0.807 | 2.44 | 1.48 | (Mansor and Kader Ali, 2017) |
| I think, through the product recall my car company is trying to increase their brand awareness | 0.801 | ||||||
| I think the product recall is an opportunistic measure taken by my car company | 0.889 | ||||||
| I think my car company is trying to make me buy one of their new car devices | 0.945 | ||||||
| I think the product recall is a means of advertisement for my car company | 0.927 | ||||||
| Anger | I felt angry with my car company employees | 0.975 | 0.972 | 0.947 | 2.74 | 1.85 | ( |
| I felt mad with my car company employees | 0.968 | ||||||
| I felt furious about my car company and its employees | 0.975 | ||||||
| Regret | You regret your decision to stay with your car company | 0.951 | 0.957 | 0.921 | 2.44 | 1.62 | ( |
| If you could do it again, you would change your decision | 0.967 | ||||||
| You would have been happier if you had made a different decision | 0.961 | ||||||
| Brand hate | I am disgusted by the brand of my car company | 0.925 | 0.954 | 0.816 | 2.1 | 1.41 | ( |
| I do not tolerate my car company and its brand | 0.928 | ||||||
| The world would be a better place without the brand of my car | 0.916 | ||||||
| I am totally angry about the brand of my car | 0.791 | ||||||
| My car brand is awful | 0.924 | ||||||
| I hate the brand of my car | 0.930 | ||||||
| Protest behavior | I participated in boycotting the company | 0.945 | 0.971 | 0.852 | 1.94 | 1.35 | ( |
| I blogged against the company | 0.946 | ||||||
| I participated in picketing the company | 0.943 | ||||||
| I participated in actions of resistance against the company (e.g., try to stop the company from selling its products) | 0.950 | ||||||
| I supported legal actions against the company | 0.913 | ||||||
| I joined collective movements against the company | 0.953 | ||||||
| I complained to the company | 0.804 | ||||||
| Revenge | I took actions to get revenge on the car company | 0.935 | 0.947 | 0.862 | 1.97 | 1.49 | ( |
| I considered ways to seek revenge against the car company | 0.941 | ||||||
| I took actions to attempt to damage the reputation of the car company | 0.927 | ||||||
| I thought about ways to damage the reputation of the car company | 0.911 |
CR = composite reliability; AVE = average variance extracted
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