The effects of brand relationship norms on consumer response to brand information and advertising
This research investigates how communal and exchange brand relationship norms determine consumers’ tendencies in processing brand information in morality or competence terms, respectively. Study 1 tests the hypothesized relationships between relationship norms and morality/competence social cognitio...
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| Format: | Others |
| Language: | English |
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2012
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| Online Access: | http://hdl.handle.net/2152/ETD-UT-2011-12-4791 |