What Can I Expect from this Brand?: Development and Validation of a Consumer-brand Relationship Norms Scale

David Bourdin; Katerina Makri; Georgios Halkias

doi:10.15444/GMC2023.12.08.01

What Can I Expect from this Brand? Development and Validation of a Consumer-brand Relationship Norms Scale

David Bourdin, Katerina Makri, Georgios Halkias

Institut for Afsætningsøkonomi

Publikation: Bidrag til bog/antologi/rapport › Konferenceabstrakt i proceedings › Forskning › peer review

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.

Originalsprog	Engelsk
Titel	2023 Global Marketing Conference at Seoul Proceedings
Redaktører	Roland T. Rust, Renana Peres, Linda Robinson, Chizuru Nishio, Tony Garrett
Antal sider	1
Udgivelsessted	Changwon
Forlag	Global Alliance of Marketing and Management Associations
Publikationsdato	2023
Sider	993
DOI	https://doi.org/10.15444/GMC2023.12.08.01
Status	Udgivet - 2023
Begivenhed	2023 Global Marketing Conference at Seoul: Marketing & Management Transformation in the Challenging Digital Environment - Lotte Hotel Seoul & Yonsei University, Seoul, Sydkorea Varighed: 20 jul. 2023 → 23 jul. 2023 https://2023gmc.imweb.me/ http://gmcproceedings.net/html/sub2_01.html

Konference

Konference	2023 Global Marketing Conference at Seoul
Lokation	Lotte Hotel Seoul & Yonsei University
Land/Område	Sydkorea
By	Seoul
Periode	20/07/2023 → 23/07/2023
Internetadresse	https://2023gmc.imweb.me/ http://gmcproceedings.net/html/sub2_01.html

Navn	Global Marketing Conference Proceedings
ISSN	1976-8699

Emneord

Brand attachment
Consumer-brand relationships
Relational norms
Brand anthropomorphism
Scale development

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Citationsformater

Bourdin, D., Makri, K., & Halkias, G. (2023). What Can I Expect from this Brand? Development and Validation of a Consumer-brand Relationship Norms Scale. I R. T. Rust, R. Peres, L. Robinson, C. Nishio, & T. Garrett (red.), 2023 Global Marketing Conference at Seoul Proceedings (s. 993). Global Alliance of Marketing and Management Associations. https://doi.org/10.15444/GMC2023.12.08.01

Bourdin, David ; Makri, Katerina ; Halkias, Georgios. / What Can I Expect from this Brand? Development and Validation of a Consumer-brand Relationship Norms Scale. 2023 Global Marketing Conference at Seoul Proceedings. red. / Roland T. Rust ; Renana Peres ; Linda Robinson ; Chizuru Nishio ; Tony Garrett. Changwon : Global Alliance of Marketing and Management Associations, 2023. s. 993 (Global Marketing Conference Proceedings).

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Bourdin, D, Makri, K & Halkias, G 2023, What Can I Expect from this Brand? Development and Validation of a Consumer-brand Relationship Norms Scale. i RT Rust, R Peres, L Robinson, C Nishio & T Garrett (red), 2023 Global Marketing Conference at Seoul Proceedings. Global Alliance of Marketing and Management Associations, Changwon, Global Marketing Conference Proceedings, s. 993, 2023 Global Marketing Conference at Seoul, Seoul, Sydkorea, 20/07/2023. https://doi.org/10.15444/GMC2023.12.08.01

What Can I Expect from this Brand? Development and Validation of a Consumer-brand Relationship Norms Scale. / Bourdin, David; Makri, Katerina; Halkias, Georgios.
2023 Global Marketing Conference at Seoul Proceedings. red. / Roland T. Rust; Renana Peres; Linda Robinson; Chizuru Nishio; Tony Garrett. Changwon: Global Alliance of Marketing and Management Associations, 2023. s. 993 (Global Marketing Conference Proceedings).

Publikation: Bidrag til bog/antologi/rapport › Konferenceabstrakt i proceedings › Forskning › peer review

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KW - Scale development

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Bourdin D, Makri K, Halkias G. What Can I Expect from this Brand? Development and Validation of a Consumer-brand Relationship Norms Scale. I Rust RT, Peres R, Robinson L, Nishio C, Garrett T, red., 2023 Global Marketing Conference at Seoul Proceedings. Changwon: Global Alliance of Marketing and Management Associations. 2023. s. 993. (Global Marketing Conference Proceedings). doi: 10.15444/GMC2023.12.08.01