The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior
Top Cited Papers
- 1 June 2004
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 31 (1) , 87-101
- https://doi.org/10.1086/383426
Abstract
The key premise underlying this work is that when consumers form relationships with brands they use norms of interpersonal relationships as a guide iKeywords
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