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

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › 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.

Original language	English
Title of host publication	2023 Global Marketing Conference at Seoul Proceedings
Editors	Roland T. Rust, Renana Peres, Linda Robinson, Chizuru Nishio, Tony Garrett
Number of pages	1
Place of Publication	Changwon
Publisher	Global Alliance of Marketing and Management Associations
Publication date	2023
Pages	993
DOIs	https://doi.org/10.15444/GMC2023.12.08.01
Publication status	Published - 2023
Event	2023 Global Marketing Conference at Seoul: Marketing & Management Transformation in the Challenging Digital Environment - Lotte Hotel Seoul & Yonsei University, Seoul, Korea, Republic of Duration: 20 Jul 2023 → 23 Jul 2023 https://2023gmc.imweb.me/ http://gmcproceedings.net/html/sub2_01.html

Conference

Conference	2023 Global Marketing Conference at Seoul
Location	Lotte Hotel Seoul & Yonsei University
Country/Territory	Korea, Republic of
City	Seoul
Period	20/07/2023 → 23/07/2023
Internet address	https://2023gmc.imweb.me/ http://gmcproceedings.net/html/sub2_01.html

Series	Global Marketing Conference Proceedings
ISSN	1976-8699

Keywords

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

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Cite this

Bourdin, D., Makri, K., & Halkias, G. (2023). What Can I Expect from this Brand? Development and Validation of a Consumer-brand Relationship Norms Scale. In R. T. Rust, R. Peres, L. Robinson, C. Nishio, & T. Garrett (Eds.), 2023 Global Marketing Conference at Seoul Proceedings (pp. 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. editor / Roland T. Rust ; Renana Peres ; Linda Robinson ; Chizuru Nishio ; Tony Garrett. Changwon : Global Alliance of Marketing and Management Associations, 2023. pp. 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. in RT Rust, R Peres, L Robinson, C Nishio & T Garrett (eds), 2023 Global Marketing Conference at Seoul Proceedings. Global Alliance of Marketing and Management Associations, Changwon, Global Marketing Conference Proceedings, pp. 993, 2023 Global Marketing Conference at Seoul, Seoul, Korea, Republic of, 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. ed. / Roland T. Rust; Renana Peres; Linda Robinson; Chizuru Nishio; Tony Garrett. Changwon: Global Alliance of Marketing and Management Associations, 2023. p. 993 (Global Marketing Conference Proceedings).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract in proceedings › Research › peer-review

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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. In Rust RT, Peres R, Robinson L, Nishio C, Garrett T, editors, 2023 Global Marketing Conference at Seoul Proceedings. Changwon: Global Alliance of Marketing and Management Associations. 2023. p. 993. (Global Marketing Conference Proceedings). doi: 10.15444/GMC2023.12.08.01