Empirical Study on Influence of Brand Crisis of Agricultural Products on Network Cluster Behavior of Consumers

From the perspective of psychological contract, this paper discussed mechanism of consumers' network cluster behavior in the context of brand crisis. On the basis of Simmel’s conflict theory, it present new findings of network cluster behavior. It concluded that brand crisis exerts significant influence on breach of psychological contract. Particularly, functional brand crisis more easily leads to breach of transactional psychological contract, while value brand crisis more easily leads to breach of relational psychological contract. Breach of transactional psychological contract more easily leads to realistic network cluster behavior, while breach of relational psychological contract does not necessarily lead to non-realistic network cluster behavior.


Subject(s):
Issue Date:
2016-06
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/244367
Published in:
Asian Agricultural Research, Volume 08, Issue 06
Page range:
1-8
Total Pages:
5




 Record created 2017-04-01, last modified 2017-08-29

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