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.
Citation:
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.
Authors
Maja Golf-Papez, University of Sussex, UK
Michael Beverland, University of Sussex
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market
Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton
Featured
Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards
Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA
Featured
E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality
Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA