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- Title
Pourquoi certaines informations négatives médiatisées sur les marques font long feu: une lecture par le contrat psychologique.
- Authors
de Villartay, Sophie; Berger-Remy, Fabienne
- Abstract
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 borrowed from 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 lead to a change in 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.
- Publication
Décisions Marketing, 2020, Issue 98, p103
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.098.103.125