Research on Consumer Boycott Behavior Based on the Brand Psychological Contract Violations. (English)

This paper attempts to study the frequent consumer boycott behavior from the perspective of brand psychological contract violation, using in-depth individual interviews and questionnaire survey. The results of the study confirm the differential influence of different dimensions of brand psychological contract violation (transactional, relational, and conceptual) on consumer boycott behavior, and also examines mediating role of brand identity between different dimensions of brand psychological contract violation and boycott behavior. [ABSTRACT FROM AUTHOR]

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