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Do relational norms matter in consumer-brand relationships?

机译：关系规范对消费者与品牌的关系是否重要？

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摘要

Researchers criticize current research of consumer-brand relationships (CBR) and research of relational norms because they draw on the interpersonal relationship literature. This paper responds to such remarks in two ways. First, the paper develops a conceptual framework that highlights the mediating role of relational norms in CBR, their effect on brand-relationship quality (BRQ) and their linkage between the characteristics of the dyad and consumer behavior. Second, this article offers an alternative conceptualization and operationalization of BRQ and relational norms. Contrary to prior work, this work draws on the business-to-business relationship literature instead of the interpersonal relationship metaphor. The research findings provide evidence for a second-order structure of relational norms and BRQ. The results suggest that relational norms and BRQ significantly mediate brand relationships.
机译：研究人员批评当前的消费者品牌关系（CBR）研究和关系规范研究，因为他们借鉴了人际关系文献。本文以两种方式回应这种说法。首先，本文建立了一个概念框架，突出了关系规范在CBR中的中介作用，它们对品牌关系质量（BRQ）的影响以及两性特征与消费者行为之间的联系。其次，本文提供了BRQ和关系规范的替代概念化和可操作性。与先前的工作相反，该工作借鉴了企业间的关系文献，而不是人际关系的隐喻。研究结果为关系规范和BRQ的二阶结构提供了证据。结果表明，关系规范和BRQ可以有效地调解品牌关系。

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