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Back to Order: How to Preserve Future Brand Purchase Intentions When Things Go Wrong?

Author

Listed:
  • Jamel Khenfer

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

A passenger who misses an appointment because of unexpected delays on train services. An online shopper unable to wear the outfit s/he ordered for a long-awaited date because it doesn't fit. Anecdotal observations of consumers unable to carry their goals because of uncontrollable events raise the question of their persistence to purchase the brand involved in such goal failures. This research emphasizes the moderating role of beliefs that the world is an ordered and non-random place on future brand purchase intentions in the face of goal failure.

Suggested Citation

  • Jamel Khenfer, 2015. "Back to Order: How to Preserve Future Brand Purchase Intentions When Things Go Wrong?," Post-Print hal-01121366, HAL.
    • Handle: RePEc:hal:journl:hal-01121366
    Note: View the original document on HAL open archive server: https://hal.science/hal-01121366
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    File URL: https://hal.science/hal-01121366/document
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    More about this item

    Keywords

    goal failure; product failure; service failure; brand failure; order; control;
    All these keywords.

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