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Role of Relationship Norms in Processing Brand Information

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  • Pankaj Aggarwal
  • Sharmistha Law

Abstract

In the present research, we propose relationship norms as a moderator of the specific information-processing strategy adopted by consumers when evaluating a brand. Two types of relationships are examined: communal relationships, in which concern for a partner's need is paramount, and exchange relationships, in which a matched benefit is expected back from the partner. Across three studies, we test the hypothesis that norms of a communal relationship lead to brand attributes being evaluated at a higher level of abstraction relative to those of an exchange relationship. Dependent variables ranging from product evaluations, memory measures, and feature listings provide converging evidence to support the overall hypothesis. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Pankaj Aggarwal & Sharmistha Law, 2005. "Role of Relationship Norms in Processing Brand Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 453-464, December.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:3:p:453-464
    DOI: 10.1086/497557
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    Cited by:

    1. Chan, Eugene Y. & Ilicic, Jasmina, 2019. "Political ideology and brand attachment," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 630-646.
    2. Simon, Françoise, 2017. "Relationship norms and media gratification in relational brand communication," Journal of Business Research, Elsevier, vol. 79(C), pages 12-22.
    3. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    4. Hsin-Hsien Liu & Jung-Hua Chang, 2017. "Relationship type, perceived trust, and ambiguity aversion," Marketing Letters, Springer, vol. 28(2), pages 255-266, June.
    5. Liu, Chih-Hsing Sam & Chou, Sheng-Fang & Lin, Jun-You, 2021. "Implementation and evaluation of tourism industry: Evidentiary case study of night market development in Taiwan," Evaluation and Program Planning, Elsevier, vol. 89(C).
    6. Bolton, Lisa E. & Mattila, Anna S., 2015. "How Does Corporate Social Responsibility Affect Consumer Response to Service Failure in Buyer–Seller Relationships?," Journal of Retailing, Elsevier, vol. 91(1), pages 140-153.
    7. Smith, Leah Warfield & Rose, Randall L., 2020. "Service with a smiley face: Emojional contagion in digitally mediated relationships," International Journal of Research in Marketing, Elsevier, vol. 37(2), pages 301-319.
    8. Park, Sehoon & Kim, Chaeyeong & Park, Jane, 2023. "How power distance belief, self-construal, and relationship norms impact conspicuous consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    9. Didem Gamze Isiksal & Elif Karaosmanoglu, 0. "Can self-referencing exacerbate punishing behavior toward corporate brand transgressors?," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-16.
    10. Didem Gamze Isiksal & Elif Karaosmanoglu, 2020. "Can self-referencing exacerbate punishing behavior toward corporate brand transgressors?," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 629-644, November.
    11. Jingjing Li & Nicole Montgomery & Reza Mousavi, 2022. "How a Brand's Social Activism Impacts Consumers' Brand Evaluations: The Role of Brand Relationship Norms," Papers 2210.10832, arXiv.org, revised Sep 2023.
    12. Jagdip Singh & Rama K. Jayanti, 2013. "When Institutional Work Backfires: Organizational Control of Professional Work in the Pharmaceutical Industry," Journal of Management Studies, Wiley Blackwell, vol. 50(5), pages 900-929, July.
    13. Daria Plotkina & Landisoa Rabeson, 2022. "The role of transactionality of mobile branded apps in brand experience and its impact on loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 29(5), pages 470-483, September.
    14. Shibly, Sirajul A. & Chatterjee, Subimal, 2020. "Surprise rewards and brand evaluations: The role of intrinsic motivation and reward format," Journal of Business Research, Elsevier, vol. 113(C), pages 39-48.
    15. Huang, Ran & Ha, Sejin, 2020. "The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platforms," Journal of Business Research, Elsevier, vol. 121(C), pages 616-627.
    16. Shuqair, Saleh & Costa Pinto, Diego & Cruz-Jesus, Frederico & Mattila, Anna S. & da Fonseca Guerreiro, Patricia & Kam Fung So, Kevin, 2022. "Can customer relationships backfire? How relationship norms shape moral obligation in cancelation behavior," Journal of Business Research, Elsevier, vol. 151(C), pages 463-472.
    17. Morvinski, Coby & Shani, Yaniv, 2022. "Misaligned mindsets between borrowers and lenders of small interpersonal loans," Organizational Behavior and Human Decision Processes, Elsevier, vol. 169(C).
    18. Lily (Xuehui) Gao & Evert Haan & Iguácel Melero-Polo & F. Javier Sese, 2023. "Winning your customers’ minds and hearts: Disentangling the effects of lock-in and affective customer experience on retention," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 334-371, March.
    19. Paulssen, Marcel & Leischnig, Alexander & Ivens, Björn S. & Birk, Mattias M., 2016. "Relational norms in customer–company relationships: Net and configurational effects," Journal of Business Research, Elsevier, vol. 69(12), pages 5866-5874.

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