The Dark Side of FinTech Loyalty: Why Over-promising Brands Face Intense Consumer Hate

Abstract

This study examines the relationship between FinTech over-promising and brand hate through the mediating role of perceived betrayal. Using a quantitative research design, data were collected from 280 FinTech users in Pakistan through a structured questionnaire. The results demonstrate that both brand over-promising (β=0.28, p<0.001) and promise-performance discrepancy (β=0.48, p<0.001) significantly predict perceived betrayal, which in turn strongly influences brand hate (β=0.68, p<0.001). Mediation analysis confirmed that perceived betrayal partially mediates both relationships, with indirect effects of 0.19 and 0.33 respectively. The model explains 47% of variance in perceived betrayal and 46% in brand hate, revealing how marketing strategies aimed at building loyalty can paradoxically trigger intense consumer aversion when promises remain unfulfilled. The findings provide valuable insights for FinTech managers regarding the importance of aligning marketing claims with service delivery capabilities and implementing effective trust-preservation strategies in digital financial services.