Interpersonal Influences on Consumer-Brand Relationships: Exploring the Effect of Providing Relationship Reminders on Brand Evaluations

Mansur Khamitov, Ivey Business School, Western University, Canada
Matthew Thomson, Ivey Business School, Western University, Canada
Allison R. Johnson, Ivey Business School, Western University, Canada
We propose that contextualizing consumer-brand relationships (CBR) by providing interpersonal relationship reminders will activate relational schemas, leading consumers to rate CBRs as less agentic and strong. Four studies demonstrate that relationship reminders lower ratings of brand performance, via serial mediation through changes in perceived brand agency and CBR strength.
[ to cite ]:
Mansur Khamitov, Matthew Thomson, and Allison R. Johnson (2015) ,"Interpersonal Influences on Consumer-Brand Relationships: Exploring the Effect of Providing Relationship Reminders on Brand Evaluations", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 12-17.