Investigating Brand Cheating in Consumer-Brand Relationships: Triadic and Dyadic Approaches

Mansur Khamitov, Ivey Business School, Western University, Canada
Miranda Goode, Ivey Business School, Western University, Canada
Matthew Thomson, Ivey Business School, Western University, Canada
We find compared to dyadic brand relationships, where the brand relationship is an ends rather than a means of propping up an interpersonal relationship, triadic brand relationships that implicate a third party protect against emotional and behavioral cheating by virtue of reinforcing expectations of exclusive behavior within the brand relationship.
[ to cite ]:
Mansur Khamitov, Miranda Goode, and Matthew Thomson (2014) ,"Investigating Brand Cheating in Consumer-Brand Relationships: Triadic and Dyadic Approaches", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 541-541.