Abstract:

The objective of this paper is to identify from a review of the literature and an exploratory qualitative study, the impact of the relational quality on the continuity of the relationship with the brand. And studying the role mediator of the variable "perceived egregiousness" between the quality of the relationship and the decision of the participation in the boycott. We have proposed a conceptual model of the boycott decision by integrating two key variables: economic perceived gravity and ethical perceived gravity.