ACR 2020 Relational Negativity Handouts.pdf (8.54 MB)
What makes consumer-brand relationships bad? enlightening relational negativity
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posted on 2023-06-10, 03:19 authored by Maja Golf PapezMaja Golf Papez, Michael BeverlandMichael BeverlandDrawing 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.
History
Publication status
- Published
File Version
- Accepted version
Presentation Type
- paper
Event name
Association for Consumer Research Conference 2020Event location
OnlineEvent type
conferenceEvent date
October 2 - 8, 2020Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- No
Legacy Posted Date
2022-05-09First Open Access (FOA) Date
2022-05-09First Compliant Deposit (FCD) Date
2022-05-09Usage metrics
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