Can Brand Commitment Be Harmful to the Brand? the Moderating Role of Psychological Contracts

Sekar Raju, Iowa State University, USA
Kalpesh Kaushik Desai, State University of New York at Binghamton, USA
H. Rao Unnava, Ohio State University, USA
Nicole Montgomery, College of William and Mary, USA
When a brand fails, whether committed consumers support the brand or evaluate it negatively depends on whether the failure violates some psychological contract that the consumer has with the brand. When contracts are violated, the response is negative; when contracts are not violated the response is support for the brand.
[ to cite ]:
Sekar Raju, Kalpesh Kaushik Desai, H. Rao Unnava, and Nicole Montgomery (2011) ,"Can Brand Commitment Be Harmful to the Brand? the Moderating Role of Psychological Contracts", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.