You are charging your friend a fee? The influence of brand relationship norms on consumer judgments |
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Authors: | Brett Martin |
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Institution: | School of Advertising, Marketing and Public Relations, Queensland University of Technology , Brisbane, Australia |
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Abstract: | Prior research has found that consumer interpersonal relationship norms influence how consumers view marketing actions by a brand. Exchange relationships (e.g. payment for benefit received) and communal relationships (e.g. altruistic concern for a partner’s welfare) were studied. Violating relationship norms negatively affected consumer judgments. We replicate and extend this finding. We show general support for the proposed interaction across a range of dependent measures, manipulations and with an Australian sample. We also show that the negative effects of norm transgression by charging consumers a fee can be attenuated when the fee is modest and that exchange participants can also regard fees as violations of relationship norms. |
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Keywords: | Norm consumer exchange relationship communal relationship |
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