Details

Autor(en) / Beteiligte

• Aggarwal, Pankaj
• Law, Sharmistha
• Dawn Iacobucci served as editor and Durairaj Maheswaran served as associate editor for this article.

Titel

Role of Relationship Norms in Processing Brand Information

Ist Teil von

• The Journal of consumer research, 2005-12, Vol.32 (3), p.453-464

Ort / Verlag

Oxford: The University of Chicago Press

Erscheinungsjahr

2005

Link zum Volltext

Quelle

EBSCOhost Business Source Ultimate

Beschreibungen/Notizen

• In the present research, we propose relationship norms as a moderator of the specific information‐processing strategy adopted by consumers when evaluating a brand. Two types of relationships are examined: communal relationships, in which concern for a partner’s need is paramount, and exchange relationships, in which a matched benefit is expected back from the partner. Across three studies, we test the hypothesis that norms of a communal relationship lead to brand attributes being evaluated at a higher level of abstraction relative to those of an exchange relationship. Dependent variables ranging from product evaluations, memory measures, and feature listings provide converging evidence to support the overall hypothesis.