The Effects of Investment and Brand Transgression on Brand Commitment

Commitment in consumer-brand relationship has been interesting areas to explore for the researchers. Although numerous researches has been done on the commitment, research on the perspectives of the interpersonal relationship are very limited especially on consumer investment. The study results illustrate that highly invested consumers show resistance to symbolic transgression.


Yunjoo Jeong, Jung Ju Rue, and Yongjun Sung (2015) ,"The Effects of Investment and Brand Transgression on Brand Commitment", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 323-323.


Yunjoo Jeong, Korea University, South Korea
Jung Ju Rue, Korea University, South Korea
Yongjun Sung , Korea University, South Korea


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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