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.

• David Bourdin(FHWien der WKW University of Applied Sciences, Austria)
• Katerina Makri(University of Vienna, Austria)
• Georgios Halkias(Copenhagen Business School, Denmark)