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Mergers and acquisitions (M&As) are typical corporate strategies that provide hospitality business competitiveness. However, some recent evidence shows that when the merged and acquired (M&Aed) restaurants have strong local characteristics, consumers feel betrayed and perceive the M&As, legitimate business activities, as immoral actions. Building upon expectancy violation theory and moral foundation theory, this study aims to examine the moderating role of locavorism on the indirect effects of preexisting relationship quality on desire for avoidance and psychological loss through brand betrayal and moral judgment.

This study used the M&A of Whataburger chain restaurant as the scenario and recruited 399 Texas Whataburger consumers. A moderated mediation model was developed to examine the mechanisms through which preexisting relationship quality on negative responses to M&A of local restaurants.

The results showed preexisting relationship quality influences desire for avoidance and psychological loss negatively through brand betrayal and moral judgment. The indirect effects of relationship quality on the desire for avoidance and psychological loss become more accentuated among locavores.

The results implied that merging and acquiring (M&Aing) companies should closely monitor consumer dialogues to promptly respond to post-M&A uncertainties when M&Aed company has a strong local identity.

The unique contribution of this study is showing why consumers have extreme negative emotions and judgment of immorality when M&A decisions are made for local hospitality brands through the lens of brand betrayal and moral foundation theory. The results can help M&Aing companies mitigate consumers’ negative responses to M&A of local restaurants.

This paper aims to explore the impact of corporate social responsibility and hypocrisy on the relationship among psychological contract violation, trust and perceived betrayal.

This study used purposive sampling and selected students in Taiwan as the research participants. The theory of psychological contract violation and consumer awareness process in violation hypocrisy on psychological contract violation were used to investigate the effect of its impact on trust and perceived betrayal. Then, the moderating effect of social responsibility and hypocritical on trust, and the mediating effect of trust between psychological contract violation and perceived betrayal were analyzed.

The results indicated that hypocrisy had a significant and negative impact on psychological contract violation toward trust; hypocrisy had a significantly positive impact on psychological contract violation toward perceived betrayal; trust had a significantly negative impact on perceived betrayal; perceived betrayal had a significantly positive impact on both direct and indirect revenges; trust had a mediating effect between hypocrisy toward psychological contract violation and perceived betrayal; and higher hypocrisy would produce a stronger effect through trust on the relationships between hypocrisy toward psychological contract violation and perceived betrayal.

Perception of consumers would differ whenever there were failures of service recovery occurred; especially, stronger betrayal feeling would be perceived with the companies who emphasized social responsibility and did not carry out what they should do. Research results could be references for companies whom advertising and praising social responsibility.

The purpose of this paper is to bring to light how betrayal can be found between individuals in organizations, and gives examples of how this can be avoided and managed effectively to create more collaborative and supportive working environments.

This is a viewpoint paper which discusses how betrayal is viewed and responded to by leaders in organizations. This paper makes use of the authors' personal experiences of leadership.

This article proposes a framework for recognizing patterns in behavior in organizations; especially between individuals, from which feelings of betrayal can occur.

The article describes “betrayal” in the context of small, medium and large organizations; however this is deemed to be something which is defined by the individual who has experienced the feelings of betrayal, making this a difficult concept to define universally.

The findings in this viewpoint can be applied to experiences of leadership and betrayal across the public sector.

This paper explains that naming the feeling of betrayal enables the proposal of a new framework, in which patterns in behavior can be identified which will enable leaders to understand their own responses and those of their employees. This will allow leaders be more readily aware of the “psychological contract” which exists between them and their colleagues, and to learn how to manage their relationships more effectively in light of this and the subtle expectations of their employees.

The purpose of this paper is to explore the relationship between friendship and betrayal. Both are perceived to involve dynamics that can have a major impact in organizations, but both have tended to be under researched.

The paper brings together ideas from psychoanalysis (object relations theory), archetypal psychology, and the history of ideas (the friendship tradition). It also uses a case study to explore how the emerging framework applies in reality.

The exploration led to the conclusion that betrayal may have its roots at the same deep level of the psyche as friendship and they may, therefore, be equally fundamental developmentally.

The paper opens up an important area for further study and application. It is intended to give status to two experiences that are of great importance to managers and managed, leaders and led, consultants and students.

The purpose of this paper is to examine employees’ experiences of institutional betrayal after a campus sexual assault.

University employees completed online measures evaluating various attitudes toward the university.

The majority of participants reported institutional betrayal in the university’s response to the case. Employees who reported institutional betrayal indicated significantly lower attachment to the university than employees who reported no institutional betrayal. Institutional betrayal mediated the relationship between institutional attachment and institutional forgiveness.

Universities’ failure to respond effectively and promptly to sexual violence does not go unnoticed by employees. Institutional actions after sexual assault have the power to damage employees’ attachment to the university – employees who experienced institutional betrayal were less attached, and ultimately less forgiving of the institution. Universities’ poor prevention and response efforts impact their entire campus community and compromise community members’ ongoing relationship with the school.

College students’ active resistance to sexual violence on campus is featured prominently on the pages of major news outlets. Yet, less featured in research and media is the impact of campus sexual assault on university employees, particularly after sexual assault cases are mishandled. This study offers perspective on employees’ experiences and reactions after a prominent sexual assault case.

The article seeks to explain the impact of the adoption of control mechanisms by a manufacturer as a safeguard against the betrayal of trust, which could consequently have performance implications for its relationship with its supplier.

This study was conducted within the context of the relationship between a manufacturer and its major supplier and the framework was tested by survey data collected from 174 manufacturers. LISREL was used in the testing of the hypotheses.

This study reflects that a manufacturer may reduce the risk associated with trusting its suppliers by either monitoring them directly or adopting the norm of information sharing. Alternatively, it could seek to reduce risk by adopting both types of control mechanism simultaneously. Conversely, the results of this study indicate that control mechanisms, when used individually, are not effective in increasing supplier performance. However, when used in combination as plural control mechanisms, increased supplier performance can be attained.

A high level of trust placed in an exchange partner does not necessarily ensure greater success of the relationship. What this means is that firms cannot take performance for granted where trust plays a key role within the professional relationship. Therefore, firms still need to put mechanisms in place to ensure that, in the event of betrayal, their assets are protected. Among the different types of control mechanisms, the plural control mechanism results in enhanced supplier performance.

This study uses factual performance data but does not use perceptual performance measures. The ideal way to measure channel performance is to measure both perceptual and factual performance data to increase reliability.

There has been little research on control mechanisms that guarantee the protection of the trustor. This study clarifies which control mechanisms manufacturers rely on to protect themselves from breach of trust, and investigates the effects of control mechanisms on supplier performance when used as a safeguard against the betrayal of trust.

The purpose of this research is to survey whether consumer ethnocentrism and animosity will affect consumers' perceived betrayal and cause negative word-of-mouth (NWOM).

This study conducted a 2 (consumer ethnocentrism) × 3 (consumer animosity) between-subject experiment design to test the hypotheses. Comprised of 380 respondents, this study used ANOVA to examine the data.

The results showed that if a brand violates the perception of fairness, ethnocentrism and animosity will have a positive effect on perceived betrayal. In addition, low consumer animosity revealed a significant consumer ethnocentrism effect and low ethnocentrism revealed a significant animosity effect, while the relationship between perceived betrayal and word of mouth is negative.

The current research adds to the understanding about how the reaction to a domestic brand's marketing strategies that are viewed as unfair and hurt the domestic consumers' expectations.

The aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival.

A long-term sponsorship deal between a retsina wine company and a popular football club and a newly established deal between the company and the main rival club were selected as the research setting. Data were collected from a total sample of 302 participants, fans of the two teams, using an online survey and PLS-SEM was employed to test the relationships of the proposed structural model.

The results provided evidence for the importance of the inclusion of perceptions of fit for both teams to the model as it impacted the responses in the joint sponsorship. Team identification emerged significant for improving fans perceptions of fit between the sponsor and their favorite club but also led fans of the long-term sponsored club to feel betrayed from the sponsor. The sense of betrayal impacted the level of fit, the rejection of sponsorship but did not emerge significant for driving negative responses toward the sponsor’s brand. The same held for the rejection of the joint sponsorship.

This is the very first study that incorporated the effects of the perceptions of fit of two rival clubs to test the effect of sponsorship for a sponsor brand of a deal that includes a longtime sponsored football club and its rival as a newly sponsored one. It is also one of the first attempts that explores relationships between perceptions of fit, sense of betrayal and rejection of a joint sport sponsorship in a rivalry context, highlighting the importance of preventing fans' betrayal.

This study aims to explain customer reactions to a double deviation by examining the moderating role of prior trust in peer-to-peer (P2P) accommodation platforms on the relationship between perceived betrayal and negative outcomes such as negative word-of-mouth (NWOM), vindictive complaining and patronage reduction.

An online survey was used to obtain a sample of 246 respondents familiar with P2P accommodation platforms. The model was tested using SmartPLS.

The results showed a positive correlation between perceived betrayal and NWOM, vindictive complaining and patronage reduction. Unexpectedly, prior trust had positive moderating effects. High levels of prior trust caused more negative customer reactions than low levels of prior trust.

The findings of this study caution firms about the potential risks to rely on the forgiveness and tolerance of highly trusted customers who may retaliate fiercely to double deviations.

This research unveils the prior trust paradox. Customers' prior trust magnified the negative impact of double-deviation experiences. This study contributes to the service-recovery literature by questioning the buffer effect of prior trust in the context of a double deviation.

This study aims to examine how culture influences consumer attitudes toward the brands of products they own during a product-harm crisis. To this end, average consumers from two countries - the USA, representing a highly individualistic society and China, a less individualistic (i.e. collectivist) society – are compared.

The study conducts an invariance test of the measurement model for a more rigorous comparison of the two countries. Structural equation modeling is performed to identify how average consumers respond to a product-harm crisis (e.g. iPhone explosion) based on survey results of 188 American and 197 Chinese consumers.

These results reveal that in both countries, an individual’s susceptibility to a normative interpersonal influence determines their brand consciousness, which, in turn, enhances consumer attachment to well-known brands, resulting in favorable brand attitudes. During a brand crisis, an owned brand’s buffering effect is observed among consumers high in brand consciousness in collectivistic but not in individualistic societies. The moderating role of feelings of betrayal on the brand attachment-consumer attitude relationship is also reported.

Culture shapes consumer behavioral patterns. In today’s global market, a company’s decisions are no longer limited by borders and many companies experience product failures. Thus, findings that show consumers’ distinguishable psychological experiences between different cultures contribute to crisis management literature.