The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior

The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior The key premise underlying this work is that when consumers form relationships with brands they use norms of interpersonal relationships as a guide in their brand assessments. Two relationship types are examined: exchange relationships in which benefits are given to others to get something back and communal relationships in which benefits are given to show concern for other's needs. The conceptual model proposes that an adherence to or a violation of these relationship norms influences the appraisal of the specific marketing action and also the overall brand evaluations. Results of three experiments provide converging evidence in support of the theory. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior

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Publisher
University of Chicago Press
Copyright
© 2004 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
D.O.I.
10.1086/383426
Publisher site
See Article on Publisher Site

Abstract

The key premise underlying this work is that when consumers form relationships with brands they use norms of interpersonal relationships as a guide in their brand assessments. Two relationship types are examined: exchange relationships in which benefits are given to others to get something back and communal relationships in which benefits are given to show concern for other's needs. The conceptual model proposes that an adherence to or a violation of these relationship norms influences the appraisal of the specific marketing action and also the overall brand evaluations. Results of three experiments provide converging evidence in support of the theory.

Journal

Journal of Consumer ResearchOxford University Press

Published: Jun 1, 2004

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