IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v28y2017i3d10.1007_s11002-017-9426-5.html
   My bibliography  Save this article

How psychological contracts motivate employer-brand patronage

Author

Listed:
  • Yoshiko DeMotta

    (Fairleigh Dickinson University)

  • Sankar Sen

    (City University of New York)

Abstract

Research on employees’ purchase of their employer’s product is scarce. In this paper, we investigate how psychological contracts will impact employees’ purchase motivations of their employer brand. Two studies examining real and imagined purchase behaviors show that employees with relational type of psychological contracts are more likely to purchase their employer brand than are employees with transactional type of psychological contracts. This is because the former type of psychological contracts will encourage both intrinsic and extrinsic motives to support the employer brand.

Suggested Citation

  • Yoshiko DeMotta & Sankar Sen, 2017. "How psychological contracts motivate employer-brand patronage," Marketing Letters, Springer, vol. 28(3), pages 385-395, September.
    • Handle: RePEc:kap:mktlet:v:28:y:2017:i:3:d:10.1007_s11002-017-9426-5
    DOI: 10.1007/s11002-017-9426-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-017-9426-5
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-017-9426-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jennifer J. Argo & Darren W. Dahl & Rajesh V. Manchanda, 2005. "The Influence of a Mere Social Presence in a Retail Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 207-212, September.
    2. Lusch, Robert F. & Boyt, Thomas & Schuler, Drue, 1996. "Employees as customers: The role of social controls and employee socialization in developing patronage," Journal of Business Research, Elsevier, vol. 35(3), pages 179-187, March.
    3. Jackie Coyle‐Shapiro & Ian Kessler, 2000. "Consequences Of The Psychological Contract For The Employment Relationship: A Large Scale Survey," Journal of Management Studies, Wiley Blackwell, vol. 37(7), pages 903-930, November.
    4. Ouchi, William, 1981. "Theory Z: How American business can meet the Japanese challenge," Business Horizons, Elsevier, vol. 24(6), pages 82-83.
    5. Kelly Tian & Russell W. Belk, 2005. "Extended Self and Possessions in the Workplace," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 297-310, September.
    6. Bearden, William O & Etzel, Michael J, 1982. "Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 183-194, September.
    7. Burnkrant, Robert E & Cousineau, Alain, 1975. "Informational and Normative Social Influence in Buyer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 206-215, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rudkowski, Janice, 2024. "Measuring employee-consumer integrated retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Haris Krijestorac & Rajiv Garg & Prabhudev Konana, 2021. "Decisions Under the Illusion of Objectivity: Digital Embeddedness and B2B Purchasing," Production and Operations Management, Production and Operations Management Society, vol. 30(7), pages 2232-2251, July.
    2. Alfis S. Gayazov & Gulnara F. Zamaletdinova & Artur F. Amirov & Andrey V. Kostryukov & Evgeniya I. Tikhomirova, 2016. "Modern Teaching Tendencies of Critical Thinking Forming of University Students," International Review of Management and Marketing, Econjournals, vol. 6(2), pages 358-363.
    3. Kamrul Islam Syed & Prof. Abu Bakr Sade & Prof. Huam Hon Tot, 2024. "Perceived Benefits, Social Influence, Self-Efficacy and Digital Consumerism: The Moderating Role of Digital Accountability," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(1), pages 393-407, January.
    4. Fong, Cher-Min & Chang, Hsing-Hua Stella & Lin, Mong-Ching & Chen, I-Hung, 2022. "Reexamining emerging market animosity toward western developed countries: A social dilemma in physical retailing consumption under normative influence," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Barbopoulos, Isak & Johansson, Lars-Olof, 2017. "The Consumer Motivation Scale: Development of a multi-dimensional and context-sensitive measure of consumption goals," Journal of Business Research, Elsevier, vol. 76(C), pages 118-126.
    6. João Proença & Inês Pereira, 2008. "Exploring the consumption of charity-linked products," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 5(1), pages 53-69, June.
    7. Jamal, Ahmad & Shukor, Syadiyah Abdul, 2014. "Antecedents and outcomes of interpersonal influences and the role of acculturation: The case of young British-Muslims," Journal of Business Research, Elsevier, vol. 67(3), pages 237-245.
    8. Mauricio S. Featherman & Nick Hajli, 2016. "Self-Service Technologies and e-Services Risks in Social Commerce Era," Journal of Business Ethics, Springer, vol. 139(2), pages 251-269, December.
    9. Hogg, Margaret K. & Banister, Emma N. & Stephenson, Christopher A., 2009. "Mapping symbolic (anti-) consumption," Journal of Business Research, Elsevier, vol. 62(2), pages 148-159, February.
    10. Fernandes, Semila & Venkatesh, V.G. & Panda, Rajesh & Shi, Yangyan, 2021. "Measurement of factors influencing online shopper buying decisions: A scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    11. Jing Wang & Anocha Aribarg & Yves F. Atchadé, 2013. "Modeling Choice Interdependence in a Social Network," Marketing Science, INFORMS, vol. 32(6), pages 977-997, November.
    12. Hutzinger, Clemens & Weitzl, Wolfgang J., 2021. "Co-creation of online service recoveries and its effects on complaint bystanders," Journal of Business Research, Elsevier, vol. 130(C), pages 525-538.
    13. Maecker, Olaf & Grabenströer, Nadja Sophia & Clement, Michel & Heitmann, Mark, 2013. "Charts and demand: Empirical generalizations on social influence," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 429-431.
    14. Yongbo Sun & Jiajia Zhang, 2019. "Acquiescence or Resistance: Group Norms and Self-Interest Motivation in Unethical Consumer Behaviour," Sustainability, MDPI, vol. 11(8), pages 1-25, April.
    15. Shan Huang & Sinan Aral & Yu Jeffrey Hu & Erik Brynjolfsson, 2020. "Social Advertising Effectiveness Across Products: A Large-Scale Field Experiment," Marketing Science, INFORMS, vol. 39(6), pages 1142-1165, November.
    16. Semila Fernandes & V.G. Venkatesh & Rajesh Panda & Yangyan Shi, 2021. "Measurement of factors influencing online shopper buying decisions: A scale development and validation," Post-Print hal-04455597, HAL.
    17. Thomas Kramer & Suri Spolter-Weisfeld & Maneesh Thakkar, 2007. "The Effect of Cultural Orientation on Consumer Responses to Personalization," Marketing Science, INFORMS, vol. 26(2), pages 246-258, 03-04.
    18. Jiarong Shi & Zihao Jiang, 2023. "Willingness to pay a premium price for green products: does a reference group matter?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(8), pages 8699-8727, August.
    19. Sheng-Hsiung Chang, 2015. "The Influence of Green Viral Communications on Green Purchase Intentions: The Mediating Role of Consumers’ Susceptibility to Interpersonal Influences," Sustainability, MDPI, vol. 7(5), pages 1-21, April.
    20. Liao, Tze-Hsien, 2017. "Online shopping post-payment dissonance: Dissonance reduction strategy using online consumer social experiences," International Journal of Information Management, Elsevier, vol. 37(6), pages 520-538.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:28:y:2017:i:3:d:10.1007_s11002-017-9426-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.