When Things Go Wrong, Don't Rely on Committed Consumers: Effects of Delayed Product Launches on Brand Trust

Volume: 30, Issue: 1, Pages: 70 - 81
Published: Oct 17, 2012
Abstract
Consumers understand product preannouncements as credible promises to bring innovations to market at a given time. However, a majority of preannounced products are introduced with some delay. This study investigates potential loss in brand trust due to delay and the role of brand commitment in this process. Building on the Commitment-Trust Theory of Relationship Marketing, which posits trust as a crucial antecedent of the commitment construct,...
Paper Details
Title
When Things Go Wrong, Don't Rely on Committed Consumers: Effects of Delayed Product Launches on Brand Trust
Published Date
Oct 17, 2012
Volume
30
Issue
1
Pages
70 - 81
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