Processing General Versus Specific Brand Information: the Influence of Relationship Norms in Consumers’ Choice of Processing Strategies
EXTENDED ABSTRACT - Recent work has shown that sometimes consumers cross the threshold of commercial transactions and bring the brand 'alive by giving it quasi-human qualities (Fournier 1998; Aaker 1997; McGill 1998). More recently, Aggarwal (2001) finds that consumers evaluation of a brand is influenced by the norms of relationship that are salient at the time of brand evaluation. In the present research, we extend prior work on consumer-brand relationships to investigate differences in information processing strategies adopted by consumers depending on the type of relationship that they perceive with the brand.
Pankaj Aggarwal and Sharmistha Law (2004) ,"Processing General Versus Specific Brand Information: the Influence of Relationship Norms in Consumers’ Choice of Processing Strategies", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 664-665.
Pankaj Aggarwal, University of Toronto
Sharmistha Law, University of Toronto
NA - Advances in Consumer Research Volume 31 | 2004
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