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How psychological contracts motivate employer-brand patronage

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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.

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Authors and Affiliations

  1. Silberman College of Business, Fairleigh Dickinson University, 285 Madison Avenue, Madison, NJ, 07940, USA

    Yoshiko DeMotta

  2. Baruch College, City University of New York, One Bernard Baruch Way, B12-240, New York, NY, 10010, USA

    Sankar Sen

Authors
  1. Yoshiko DeMotta
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  2. Sankar Sen
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Correspondence to Yoshiko DeMotta.

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DeMotta, Y., Sen, S. How psychological contracts motivate employer-brand patronage. Mark Lett 28, 385–395 (2017). https://doi.org/10.1007/s11002-017-9426-5

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  • DOI: https://doi.org/10.1007/s11002-017-9426-5

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