Investigating Brand Cheating in Consumer-Brand Relationships : Triadic and Dyadic Approaches

We find compared to dyadic brand relationships, where the brand relationship is an ends rather than a means of propping up an interpersonal relationship, triadic brand relationships that implicate a third party protect against emotional and behavioral cheating by virtue of reinforcing expectations of exclusive behavior within the brand relationship

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Year of publication:	2016
Authors:	Khamitov, Mansur ; Thomson, Matthew ; Goode, Miranda
Publisher:	[S.l.] : SSRN
Subject:	Markenführung \| Brand management \| Beziehungsmarketing \| Relationship marketing \| Markenimage \| Brand image \| Konsumentenverhalten \| Consumer behaviour \| Markenartikel \| Brand

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Extent:	1 Online-Ressource (2 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: NA - Advances in Consumer Research, 42, ed. June Cotte and Stacy Wood, p. 541, Duluth, MN: Association for Consumer Research, 2014 Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments December 1, 2014 erstellt
Classification:	M3 - Marketing and Advertising ; M30 - Marketing and Advertising. General ; M31 - Marketing ; D12 - Consumer Economics: Empirical Analysis ; E21 - Consumption; Saving
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014129744