I’M Not Your Friend, Buddy: Friendliness Without Friendship Hinders Consumer-Firm Relationship Development

To begin a relationship, brands often act like a friend at consumer touchpoints. While academics and managers generally support this practice, do consumers really want this kind of personal attention? Four studies demonstrate that being like a friend can hinder rather than help relationship development efforts between firms and consumers.



Citation:

Suzanne Rath, Laurence Ashworth, Nicole Robitaille, and Matthew Philp (2017) ,"I’M Not Your Friend, Buddy: Friendliness Without Friendship Hinders Consumer-Firm Relationship Development", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 829-830.

Authors

Suzanne Rath, Queen’s University, Canada
Laurence Ashworth, Queen’s University, Canada
Nicole Robitaille, Queen’s University, Canada
Matthew Philp, HEC Montréal, Canada



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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