KOREASCHOLAR

WHAT CAN I EXPECT FROM THIS BRAND? DEVELOPMENT AND VALIDATION OF A CONSUMER-BRAND RELATIONSHIP NORMS SCALE

David Bourdin, Katerina Makri, Georgios Halkias
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422984
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.993
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
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.

Keyword
Brand attachmentConsumer-brand relationshipsRelational normsBrand anthropomorphismScale development
Author
  • David Bourdin(FHWien der WKW University of Applied Sciences, Austria)
  • Katerina Makri(University of Vienna, Austria)
  • Georgios Halkias(Copenhagen Business School, Denmark)