A Relationship Account of Marketing Rewards: the Effect of Conditional Vs. Unconditional Rewards on Self-Brand Connection

In this research we explore how rewards can be used to foster brand-self connection. Data from a field study and two laboratory experiments provide systematic evidence for how conditional versus unconditional rewards affect brand-self connection, and shed light on the underlying psychological process.



Citation:

Andrea Bonezzi, Monika Lisjak, and Scott Neslin (2016) ,"A Relationship Account of Marketing Rewards: the Effect of Conditional Vs. Unconditional Rewards on Self-Brand Connection", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 118-122.

Authors

Andrea Bonezzi, New York University, USA
Monika Lisjak, Arizona State University, USA
Scott Neslin, Dartmouth College, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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