Dyads, Triads and Consumer Treachery: When Interpersonal Connections Guard Against Brand Cheating

Strong Brands, Strong Relationships, ed. Susan Fournier, Michael Breazeale, and Jill Avery, London: Routledge/Taylor & Francis, pp. 216-232

26 Pages Posted: 8 Sep 2015 Last revised: 9 Sep 2015

See all articles by Miranda Goode

Miranda Goode

Ivey Business School, Western University

Mansur Khamitov

Indiana University - Kelley School of Business - Department of Marketing

Matthew Thomson

University of Western Ontario - Marketing Area Group; University of Western Ontario - Richard Ivey School of Business

Multiple version iconThere are 2 versions of this paper

Date Written: June 22, 2015

Abstract

Consumers develop committed and meaningful relationships with brands, yet still sometimes buy or use options that compete directly with these ‘relationship partners’, an activity that might be understood as a form of cheating or infidelity. Using data from three studies, we assess whether so-called triadic brand relationships – those that implicate an interpersonal third party (i.e., some form of interpersonal bond) – safeguard against cheating. We find compared to dyadic brand relationships that implicate only the consumer and the brand, triadic brand relationships protect against emotional and behavioral cheating by virtue of reinforcing expectations of consumer’s exclusive behavior and monogamy within the relationship.

Keywords: consumer-brand relationships, branding, interpersonal relationships, relationship marketing, brand cheating, infidelity

JEL Classification: M31, M39, M30, M00

Suggested Citation

Goode, Miranda and Khamitov, Mansur and Thomson, Matthew, Dyads, Triads and Consumer Treachery: When Interpersonal Connections Guard Against Brand Cheating (June 22, 2015). Strong Brands, Strong Relationships, ed. Susan Fournier, Michael Breazeale, and Jill Avery, London: Routledge/Taylor & Francis, pp. 216-232, Available at SSRN: https://ssrn.com/abstract=2655009

Miranda Goode (Contact Author)

Ivey Business School, Western University ( email )

1255 Western Rd.
London, Ontario N6G 0N1
Canada

HOME PAGE: http://www.ivey.uwo.ca/faculty/directory/miranda-goode/

Mansur Khamitov

Indiana University - Kelley School of Business - Department of Marketing ( email )

Kelley School of Business
Bloomington, IN 47405
United States

HOME PAGE: http://www.mansurkhamitov.com/

Matthew Thomson

University of Western Ontario - Marketing Area Group ( email )

1151 Richmond Street, Suite 2
London, Ontario N6A 5B8
Canada

University of Western Ontario - Richard Ivey School of Business ( email )

1255 Western Road
London, Ontario N6G 0N1
Canada

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