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Abstract

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.

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