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Keywords: Brand relationship quality
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Journal Articles
The effects of a psychological brand contract breach on customers' dysfunctional behavior toward a brand
Available to Purchase
Journal of Service Theory and Practice (2021) 31 (4): 607–637.
Published: 11 March 2021
... 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...
