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The Effects of a Psychological Brand Contract Breach on Customers’ Dysfunctional Behavior toward a Brand

Title
The Effects of a Psychological Brand Contract Breach on Customers’ Dysfunctional Behavior toward a Brand
Author
공태식
Keywords
Psychological brand contract breach; Psychological brand contract violation; Dysfunctional customer behavior toward a brand; Brand relationship quality; Brand apology; Brand restitution
Issue Date
2021-06
Publisher
EMERALD GROUP PUBLISHING LTD
Citation
JOURNAL OF SERVICE THEORY AND PRACTICE, v. 31, no. 4, page. 607-637
Abstract
Purpose This paper introduces the concept of dysfunctional customer behavior toward a brand and argues that when customers perceive that a brand has failed to fulfill its promises, a psychological brand contract breach occurs, which in turn leads to a psychological brand contract violation, which evokes dysfunctional customer behavior toward the brand. In addition, this study investigates whether the impact of a breach of this contract is dependent on brand relationship quality, brand apology and restitution. Design/methodology/approach Study 1 conducted the online survey and 224 respondents were used for data analysis and the moderating role of brand relationship quality was examined. Study 2 conducted an experiment with 201 participants to test the moderating role of brand apology and restitution. Findings This study found the moderating role of brand relationship quality, brand apology and brand restitution on the relationship between a psychological brand contract breach and dysfunctional customer behavior toward a brand (i.e. brand-negative word-of-mouth, brand retaliation and brand boycott), which is mediated by psychological brand contract violation. Originality/value This study contributes to the theoretical understanding of dysfunctional customer behavior toward a brand by integrating the literature on brand management with the organizational literature on psychological contracts between organizations and their employees. Furthermore, this study sheds light on the effectiveness of reparative actions by the firm after occurrence of the psychological brand contract breach.
URI
https://www.emerald.com/insight/content/doi/10.1108/JSTP-09-2020-0217/full/htmlhttps://repository.hanyang.ac.kr/handle/20.500.11754/166590
ISSN
2055-6225
DOI
10.1108/JSTP-09-2020-0217
Appears in Collections:
COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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