کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018577 940354 2010 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Brand misconduct: Consequences on consumer–brand relationships
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Brand misconduct: Consequences on consumer–brand relationships
چکیده انگلیسی

This paper investigates the effects of brand misconduct on a consumer–brand relationship. Brand misconduct describes a brand's behavior that disappoints consumers' expectations of the brand, for example the alleged use of child labor in soccer ball factories contracted by Adidas, Nike and Puma. Based on relationship and congruency theory, this paper develops a model to explain consumer–brand relationship and its impact on consumers' repurchase intentions. According to this model, functional congruence, actual and ideal self-congruence, partner quality and brand relationship quality represent factors determining repurchase intention. An empirical investigation with regard to jeans brands serves to test the postulated relationships in two distinct situations: before and after brand misconduct. On the one hand, the findings provide a deep insight into the consequences of brand misconduct. On the other hand, the results enable practitioners to develop sustainable brand strategies and create lasting brand preferences.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 63, Issue 11, November 2010, Pages 1113–1120
نویسندگان
, , , ,