Brand Betrayal

List of survey questions or questionnaire items that could be used to measure brand betrayal:

7-point scale (1 = not at all to 7 = very much)

  • “To what extent does brand X intend to take advantage of you?”
  • “To what extent does brand X intentionally mislead you?”
  • “To what extent does brand X try to exploit you?”

Reference: Tan, Teck Ming (2018), “The Antecedents and Indicators of Brand Betrayal,” European-Advances in Consumer Research, 11.