Timothy Carney has an interesting list of past campaigns where a conservative Republican has run against a moderate Republican in the primaries. There seems to be a pattern when it comes to who supports whom when the contest is over. Moderates seem to be the ones who don't feel the need for party unity when they lose. The definition of party unity appears to be that conservative candidates should support moderates if they lose. But the reverse? Not so much.
Feel free to add other examples.