Brand misconduct: Consequences on consumer–brand relationships

Abstract This paper investigates the effects of brand misconduct on a consumer–brand relationship. Brand misconduct describes a brand's behavior that disappoints consumers' expectations of the brand, for example the alleged use of child labor in soccer ball factories contracted by Adidas , Nike and Puma . Based on relationship and congruency theory, this paper develops a model to explain consumer–brand relationship and its impact on consumers' repurchase intentions. According to this model, functional congruence, actual and ideal self-congruence, partner quality and brand relationship quality represent factors determining repurchase intention. An empirical investigation with regard to jeans…