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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 541-541.

Authors

Mansur Khamitov, Ivey Business School, Western University, Canada
Miranda Goode, Ivey Business School, Western University, Canada
Matthew Thomson, Ivey Business School, Western University, Canada



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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