Campus Units

Marketing

Document Type

Article

Publication Version

Accepted Manuscript

Publication Date

7-16-2018

Journal or Book Title

Journal of Consumer Psychology

Volume

28

Issue

3

First Page

437

Last Page

449

DOI

10.1002/jcpy.1015

Abstract

To better understand the conditions under which committed consumers continue to support their preferred brand after a transgression versus turn against the brand and the underlying theoretical process, we study the interplay between brand commitment and specific types of transgressions. Across three scenario‐based and field studies, we show that consumers have psychological contracts with brands, which dictate the terms of the relationship, and for committed consumers, violations of any aspect in (out of) the contract results in a negative (indifferent) response. Furthermore, we demonstrate that consumer trust is the underlying mechanism: committed consumers exhibit more negative responses to in‐contract transgressions as a result of their lower trust in the brand.

Comments

This accepted article is published as Nicole Montgomery, Sekar Raju, Kalpesh Desai, and H. Rao Unnava (2018), “When Good Consumers Turn Bad: Psychological Contract Breach in Committed Brand Relationships” Journal of Consumer Psychology, 28(3), 437-449. Doi.10.1002/jcpy.1015. Posted with permission.

Copyright Owner

Society for Consumer Psychology

Language

en

File Format

application/pdf

Published Version

Share

COinS