What makes consumer-brand relationships bad? enlightening relational negativity

Golf Papez, Maja and Beverland, Michael (2020) What makes consumer-brand relationships bad? enlightening relational negativity. In: Association for Consumer Research Conference 2020, October 2 - 8, 2020, Online.

[img] PDF - Accepted Version
Download (8MB)

Abstract

Drawing on in-depth interviews and Fiske’s (1992) relational models theory, we explain what brings negativity in a consumer-brand relationship. This research offers scholars and brand managers an alternative framework for characterising consumer–brand relationships and understanding their negative sides.

Item Type: Conference or Workshop Item (Paper)
Schools and Departments: University of Sussex Business School > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 09 May 2022 16:17
Last Modified: 09 May 2022 16:17
URI: http://sro.sussex.ac.uk/id/eprint/105759

View download statistics for this item

📧 Request an update