What Can I Expect From This Brand? Development and Validation of a Consumer-Brand Relationship Norms Scale
- Author(s)
- David Bourdin, Katerina Makri, George Halkias
- 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.
- Organisation(s)
- Department of Marketing and International Business
- External organisation(s)
- FH Campus Wien, Copenhagen Business School
- Publication date
- 07-2023
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration, 502020 Market research
- Keywords
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/what-can-i-expect-from-this-brand-development-and-validation-of-a-consumerbrand-relationship-norms-scale(9cd901e8-18be-4f76-9b50-32e367e42b9c).html