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

• 作者: Chong GONG
• 来源期刊: 亚洲农业研究：英文版
• 学科: 经济
• 关键词: BRAND CRISIS Network cluster BEHAVIOR Breach of PSYCHOLOGICAL contract
• 年，卷（期）: yznyyjywb_2016,（6）
• 页码范围: 1-4
• 页数: 4页
• 分类号: F323.5

摘要

From the perspective of psychological contract,this paper discusses mechanism of consumers’ network cluster behavior in the context of brand crisis. On the basis of Simmel’s conflict theory,it presented new findings of network cluster behavior. It is 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.