Why some brands are able to survive scandals unscathed. Seeing brand crisis through the lens of the psychological contract
de Villartay, Sophie
Why some brands are able to survive scandals unscathed. Seeing brand crisis through the lens of the psychological contract - 2020.
20
The study of the effects of negative well-publicized information on brands is recent, and presents partly contradictory conclusions. This research sheds new light by mobilizing the theory of the psychological contract, which is drawn from the field of human resources. Based on an exploratory study, and in line with Fournier’s work, the research describes the mechanisms and perceptual dynamics of the brand-consumer relationship after negative information in the media. The perceived or not perceived breach of the psychological contract, followed by the feeling of violation of this contract, could explain why not all negative well-publicized information leads to a change in the consumers’ a priori positive attitude. Four factors aggravating the breach of contract are identified, as well as two factors that mitigate it. A diagnostic tool and recommendations to help marketing decision-makers to deal with negative information are proposed.
Why some brands are able to survive scandals unscathed. Seeing brand crisis through the lens of the psychological contract - 2020.
20
The study of the effects of negative well-publicized information on brands is recent, and presents partly contradictory conclusions. This research sheds new light by mobilizing the theory of the psychological contract, which is drawn from the field of human resources. Based on an exploratory study, and in line with Fournier’s work, the research describes the mechanisms and perceptual dynamics of the brand-consumer relationship after negative information in the media. The perceived or not perceived breach of the psychological contract, followed by the feeling of violation of this contract, could explain why not all negative well-publicized information leads to a change in the consumers’ a priori positive attitude. Four factors aggravating the breach of contract are identified, as well as two factors that mitigate it. A diagnostic tool and recommendations to help marketing decision-makers to deal with negative information are proposed.
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