Interpersonal Influences on Consumer-Brand Relationships : Exploring the Effect of Providing Relationship Reminders on Brand Evaluations

We propose that contextualizing consumer-brand relationships (CBR) by providing interpersonal relationship reminders will activate relational schemas, leading consumers to rate CBRs as less agentic and strong. Four studies demonstrate that relationship reminders lower ratings of brand performance, via serial mediation through changes in perceived brand agency and CBR strength

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Year of publication:	2018
Authors:	Khamitov, Mansur ; Thomson, Matthew ; Johnson, Allison
Publisher:	[S.l.] : SSRN
Subject:	Konsumentenverhalten \| Consumer behaviour \| Beziehungsmarketing \| Relationship marketing \| Markenimage \| Brand image \| Soziale Beziehungen \| Social relations \| Markenartikel \| Brand \| Markenführung \| Brand management \| Lieferantenmanagement \| Supplier relationship management \| Markentreue \| Brand loyalty

Extent:	1 Online-Ressource (7 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 12-17 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments December 1, 2015 erstellt
Classification:	M3 - Marketing and Advertising ; M30 - Marketing and Advertising. General ; M31 - Marketing ; D12 - Consumer Economics: Empirical Analysis
Source:	ECONIS - Online Catalogue of the ZBW

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