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

  • Saba Qasim, Salniza Salleh and Hasnizam Shaari


This study addresses the issue of consumer brand sabotage in Pakistan railways and provide a theoretical foundation to lower the sabotage behavior of customers by managing brand reputation. This study investigates the relationship between brand reputation and consumer brand sabotage through the mediating effect of negative emotions. The stimulus organism response (S-O-R) theory provides support to the proposed model. The theoretical framework urges researchers to explore the concept of consumer sabotage behavior in depth, to gain a greater understanding of the mechanisms and the support to be test the framework in in other service contexts.