Examining the effects of ideological incompatibility on negative word-of-mouth for service brands

This study examines the effect of ideological incompatibility (IDEO) on negative word-of-mouth (NWOM) through perceived betrayal and brand hate for service brands in a developing country context. This paper also investigates the moderating roles of negative experience and narcissism. The research model was examined using survey data from 397 telecommunication service brand users in Bangladesh. The hypotheses were evaluated using partial least squares structural equation modeling (PLS-SEM). Results reveal that perceived betrayal and brand hate serially mediate the relationship between IDEO and NWOM. Both negative experience and narcissism play moderating roles in the relationships in the model. This study investigates a complex framework of mediation and moderation that sheds light on the factors contributing to a negative relationship between consumers and telecommunication service brands in a developing country. Theoretical and practical implications are also discussed.