Role of Relationship Norms in Processing Brand Information

By P. Aggarwal, S. Law. 2005

216 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/07e31e97bc6fd21bcaa46c55771f38be39722e0e

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. Marina Puzakova
2. Maura L. Scott
3. S. Wheeler
4. P. V. van Lange
5. Bernd H. Schmitt
6. Richard E. Petty
7. W. Gardner
8. Lisa E. Bolton

In Marketing

1. Marina Puzakova
2. Jiseon Ahn
3. K. Back
4. Joseph F. Rocereto
5. Hyokjin Kwak
6. Maura L. Scott
7. S. Wheeler
8. Aner Sela

Citations in the corpus

• The consumer psychology of brands (2012, background): “Moreover, norms of a communal relationship, relative to those of an exchange relationship, make individuals more likely to process brand information at a higher level of abstraction (Aggarwal and Law, 2005).”
• Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective (2018, background): “Aggarwal and Law (2005) reveal that the customer–brand relationship influences customers’ evaluation of brand-related information and interaction with a brand.”
• Better Not Smile at the Price: The Differential Role of Brand Anthropomorphization on Perceived Price Fairness (2015, background): “In contrast, the tracking of each other’s contributions and prompt repayment of benefits are less expected in communal relationships (Aggarwal and Law 2005).”
• When Humanizing Brands Goes Wrong: The Detrimental Effect of Brand Anthropomorphization amid Product Wrongdoings (2013, background): “…prior research suggests that consumers react more negatively to brand wrongdoings when they form communal (vs. exchange) brand relationships (Aggarwal and Law 2005) or develop self-relevant brand relationships (Johnson, Matear, and Thomson 2011) or when a brand is positioned as sincere (vs.…”
• Too Exciting to Fail, Too Sincere to Succeed: The Effects of Brand Personality on Sensory Disconfirmation (2016, unknown): “Such communal norms are processed automatically and held at a more abstract level than those of an exchange relationship (Aggarwal and Law 2005; Maheswaran, Mackie, and Chaiken 1992).”
• We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers' Attitudes toward Brands (2012, background): “…norms implied by the framing of the relationship between the consumer and the brand as based on exchange versus communal norms (Clark and Mills 1993), but they respond unfavorably when these decisions are inconsistent with perceived relationship norms (Aggarwal 2004; Aggarwal and Law 2005).”
• Language Abstraction in Word of Mouth (2010, unknown): “Differences in persuasiveness of concrete and abstract information are well documented in marketing (Aggarwal & Law, 2005; Corfman, 1991; Hamilton & Thompson, 2007; Keller & Block, 1997; Kim & Meyers-Levy, 2007; Kim, Rao, & Lee, 2007; Lee & Ariely, 2006; Lee, Keller & Sternthal, 2010; Mackenzie,…”
• Brands as Relationship Partners: Warmth, Competence, and In-Between (2012, unknown): “The same norms governing communal and exchange relationships between people shape behaviors in the brand consumption realm (Aggarwal, 2004; Aggarwal & Law, 2005).”
• Judging the Book by Its Cover? how Consumers Decode Conspicuous Consumption Cues in Buyer–Seller Relationships (2013, methodology): “To manipulate norms, we asked participants to complete a priming task for relationship norms adopted from Aggarwal and Law (2005).”