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
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The author also thanks his other committee members, Joshua Klayman, France Leclerc, and Stijn van Osselaer, and also Dawn Iacobucci, Richard Larrick, Sharmistha Law, Robert Wyer, and David Zweig, and the JCR editors and reviewers, for their insightful comments and suggestions. The author is grateful to the seminar participants at Australian Graduate School of Management, Boston University, Hong Kong University of Science and Technology, National University of Singapore, Rice University, University of Chicago, and University of Toronto for valuable discussions and comments. The author acknowledges the ﬁnancial support of Kilts Center, University of Chicago, and also Marketing Science Institute for selecting this dissertation proposal as the winner of 2000 Alden Clayton award, and thanks the two MSI reviewers for their comments. Finally, the author thanks the Decision Research Laboratory and the Ph.D. Ofﬁce at the Graduate School of Business, University of Chicago, and the subject pool at the Division of Management, University of Toronto, Scarborough, for providing support for the data collection. Detailed stimuli used in the experiments are available from the author on request.
tionships with brands in much the same way in which they form relationships with each other in a social context. Support for consumer-brand relationships also emerges from marketing practitioners. For example, a recent paper in the strategy journal published by the