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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
Quelle
Business Source Ultimate【Trial: -2024/12/31】【Remote access available】
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.