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Relationship norms and media gratification in relational brand communication

机译：关系品牌传播中的关系规范和媒体满足

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Brands are increasingly engaging in relational communications, which are personalized or privative messages sent to regular customers as part of a company's relationship marketing strategies. However, little is known regarding the underlying processes governing the creation of targeted relational outcomes. Drawing on the social theory of relationship norms, this study shows that by influencing the nature of media gratification, contextual communal norms rather than exchange norms have a stronger effect on how gratification contributes to attitudes toward the media and brand gratitude as significant media-related antecedents of brand commitment. Of particular interest, this study reveals that communal media gratification (in contrast to exchange media gratification) contributes the most to gratitude outcomes, whereas it only slightly influences media attitudes. The implications of these findings are significant for brand communication researchers and managers.
机译：品牌越来越多地参与关系传播，这是作为公司关系营销策略的一部分发送给普通客户的个性化或私人信息。但是，关于控制目标关系结果创建的基本过程知之甚少。借助关系规范的社会理论，这项研究表明，通过影响媒体满足感的本质，上下文公共规范而不是交换规范对满足感如何对媒体态度和品牌感激作为重要的与媒体相关的先决条件有更强的影响。品牌承诺。特别令人感兴趣的是，这项研究表明，公共媒体的满足感（与交换媒体的满足相反）对感恩的结果贡献最大，而对媒体态度的影响却很小。这些发现对于品牌传播研究人员和管理人员而言意义重大。

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