What Can I Expect From This Brand? Development and Validation of a Consumer-Brand Relationship Norms Scale

David Bourdin, Katerina Makri, George Halkias

Veröffentlichungen: Beitrag in BuchBeitrag in KonferenzbandPeer Reviewed

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.
OriginalspracheEnglisch
TitelProceedings Global Marketing Conference
PublikationsstatusVeröffentlicht - Juli 2023
VeranstaltungGlobal Marketing Conference 2023 - Seoul, Südkorea
Dauer: 20 Juli 202323 Juli 2023
https://2023gmc.imweb.me/

Konferenz

KonferenzGlobal Marketing Conference 2023
KurztitelGMC 2023
Land/GebietSüdkorea
OrtSeoul
Zeitraum20/07/2323/07/23
Internetadresse

ÖFOS 2012

  • 502052 Betriebswirtschaftslehre
  • 502020 Marktforschung

Zitationsweisen