Etik dışı tüketici davranışlarının öncülleri ve tüketici-marka ilişkisi üzerindeki etkisi

This thesis aims to investigate the relationship between consumers' feelings of being fooled and their tendency to get even by cheating the brand (dishonest behavior) via a mechanism of self-compensation, and its ultimate effect on consumer-brand relationship in terms of attachment, commitment and trust. It also tests the moderating effect of situational ambiguity in order to assess how consumers regulate their moral standards in consumption contexts especially when they feel befooled by the brand and thereby behave dishonestly. It also examines the moderating role of exposure frequency to the guilt stimulus on the link between guilt and consumer-brand relationship strength.