This study examines the perceptual conflict arising from inconsistencies between the strategic role of brand promises in shaping consumer expectations and the post-purchase experience within a conceptual framework. Brand promises are considered fundamental elements that create a set of expectations in the consumer's mind through messages such as quality, performance, trust, and benefit, thereby establishing the consumer-brand relationship as a “psychological contract.” Conversely, inconsistencies between the promised value and the consumer's post-purchase experience/perception can lead to more intense cognitive discomfort, especially when expectations are high and the value attributed to the brand is strong. The study explains one of the important factors that reinforce this process through perceived risk. Perceived risk is considered as the totality of the consumer's subjective assessments of the uncertainties and potential losses they may encounter during the purchase process; the brand image is emphasized as having the function of reducing uncertainty and simplifying the decision-making process cognitively. The literature classifies perceived risk into dimensions such as physical, social, financial, psychological, time, and performance; it is stated that these types become more pronounced under conditions such as information deficiency, technological complexity, high prices, and quality differences between brands. Consequently, perceptual conflict can lead to outcomes such as decreased satisfaction, weakened brand trust, negative word-of-mouth communication, complaint behavior, and a decline in repurchase intention. Therefore, the study develops recommendations to ensure promise-experience consistency, offer realistic and verifiable value propositions, and use complaints/feedback as a strategic data source.