Abstract
Consumers sometimes see brands as relationship partners and expect that they conform to certain expectations, or relational norms. However, there is no valid and universal operationalization of these norms for the specific context of consumer-brand relationships. We address this gap by developing and validating a new scale in four studies.
Originalsprache | Englisch |
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Titel | Proceedings Global Marketing Conference |
Publikationsstatus | Veröffentlicht - Juli 2023 |
Veranstaltung | Global Marketing Conference 2023 - Seoul, Südkorea Dauer: 20 Juli 2023 → 23 Juli 2023 https://2023gmc.imweb.me/ |
Konferenz
Konferenz | Global Marketing Conference 2023 |
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Kurztitel | GMC 2023 |
Land/Gebiet | Südkorea |
Ort | Seoul |
Zeitraum | 20/07/23 → 23/07/23 |
Internetadresse |
ÖFOS 2012
- 502052 Betriebswirtschaftslehre
- 502020 Marktforschung