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The Effect of Cognitive Dissonance Theory and Brand Loyalty on Consumer Complaint Behaviors: A Cross-Cultural Study

Author

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  • Volkan Yakın

    (Department of Public Relations and Publicity, Communication Faculty, Manisa Celal Bayar University, Manisa 45140, Turkey)

  • Hüseyin Güven

    (Karabaglar Guidance and Research Center, İzmir 35150, Turkey)

  • Sofia David

    (Department of Business Administration, Faculty of Economics and Business Administration, “Dunarea de Jos” University of Galati, 800008 Galaţi, Romania)

  • Esra Güven

    (Department of Office Services and Secretary, Gördes Vocational School, Manisa Celal Bayar University, Manisa 45760, Turkey)

  • Nicoleta Bărbuță-Mișu

    (Department of Business Administration, Faculty of Economics and Business Administration, “Dunarea de Jos” University of Galati, 800008 Galaţi, Romania)

  • Emine Türkan Ayvaz Güven

    (Department of Human Resources Management, Ahmetli Vocational School, Manisa Celal Bayar University, Manisa 45540, Turkey)

  • Florina Oana Virlanuta

    (Department of Economics, Faculty of Economics and Business Administration, “Dunarea de Jos” University of Galati, 800008 Galaţi, Romania)

Abstract

Consumers tend to exhibit e-WOM behavior or retention behavior or communicate with official channels rather than the brand, which can damage the brand in cases where the channels through which customers are expected to reach the brand for their complaints are dysfunctional. This study aims to examine the relationship between cognitive dissonance and brand loyalty factors as well as their impact on consumer complaint behavior in terms of differences between Turkish and Romanian consumers. For this purpose, a simultaneous quantitative research study was conducted in these two countries, with a total of 790 participants surveyed. The findings showed that the consumers’ level of brand loyalty had a significant positive effect on the level of cognitive dissonance, which significantly impacted complaint behavior. On the other hand, it was concluded that brand loyalty did not significantly affect complaint behavior. The comparative analysis revealed that Romanian customers’ brand loyalty was higher than Turkish customers’, and the dimensions concerning cognitive dissonance and complaint behavior were higher among Turkish customers.

Suggested Citation

  • Volkan Yakın & Hüseyin Güven & Sofia David & Esra Güven & Nicoleta Bărbuță-Mișu & Emine Türkan Ayvaz Güven & Florina Oana Virlanuta, 2023. "The Effect of Cognitive Dissonance Theory and Brand Loyalty on Consumer Complaint Behaviors: A Cross-Cultural Study," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:4718-:d:1089854
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    References listed on IDEAS

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    3. Stephen Wilkins & Muhammad Mohsin Butt & Troy Heffernan, 2018. "International brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(1), pages 32-50, January.
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