What Makes Consumer-Brand Relationships Bad? Enlightening Relational Negativity

Drawing on in-depth interviews and Fiske’s (1992) relational models theory, we explain what brings negativity in a consumer-brand relationship. This research offers scholars and brand managers an alternative framework for characterising consumer–brand relationships and understanding their negative sides.


Maja Golf-Papez and Michael Beverland (2020) ,"What Makes Consumer-Brand Relationships Bad? Enlightening Relational Negativity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 368-369.


Maja Golf-Papez, University of Sussex, UK
Michael Beverland, University of Sussex


NA - Advances in Consumer Research Volume 48 | 2020

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