The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior

Articles

Aggarwal, P., & Iacobucci, D. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87-101. doi:10.1086/383426.

The key premise underlying this work is that when consumers form relationships with brands they use norms of interpersonal relationships as a guide in their brand assessments. Two…