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

David Bourdin; Katerina Makri; George Halkias

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

David Bourdin, Katerina Makri, George Halkias

Department of Marketing and International Business

Publications: Contribution to book › Contribution to proceedings › Peer 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.

Original language	English
Title of host publication	Proceedings Global Marketing Conference
Publication status	Published - Jul 2023
Event	Global Marketing Conference 2023 - Seoul, Korea, Republic of Duration: 20 Jul 2023 → 23 Jul 2023 https://2023gmc.imweb.me/

Conference

Conference	Global Marketing Conference 2023
Abbreviated title	GMC 2023
Country/Territory	Korea, Republic of
City	Seoul
Period	20/07/23 → 23/07/23
Internet address	https://2023gmc.imweb.me/

Austrian Fields of Science 2012

502052 Business administration
502020 Market research

Keywords

HBE
MIB

Cite this

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

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.",

keywords = "HBE, MIB",

author = "David Bourdin and Katerina Makri and George Halkias",

note = "(July 20-23, 2023, Seoul, South Korea); Global Marketing Conference 2023, GMC 2023 ; Conference date: 20-07-2023 Through 23-07-2023",

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TY - GEN

T1 - What Can I Expect From This Brand? Development and Validation of a Consumer-Brand Relationship Norms Scale

AU - Bourdin, David

AU - Makri, Katerina

AU - Halkias, George

N1 - (July 20-23, 2023, Seoul, South Korea)

PY - 2023/7

Y1 - 2023/7

N2 - 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.

AB - 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.

KW - HBE

KW - MIB

UR - http://gmcproceedings.net/html/sub3_01.html

M3 - Contribution to proceedings

BT - Proceedings Global Marketing Conference

T2 - Global Marketing Conference 2023

Y2 - 20 July 2023 through 23 July 2023

ER -

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

Abstract

Conference

Austrian Fields of Science 2012

Keywords

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