Investigating Brand Cheating in Consumer-Brand Relationships: Triadic and Dyadic Approaches

NA - Advances in Consumer Research, 42, ed. June Cotte and Stacy Wood, p. 541, Duluth, MN: Association for Consumer Research, 2014

2 Pages Posted: 2 Feb 2016

See all articles by Mansur Khamitov

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

Miranda Goode

Ivey Business School, Western University

Date Written: December 1, 2014

Abstract

We find compared to dyadic brand relationships, where the brand relationship is an ends rather than a means of propping up an interpersonal relationship, triadic brand relationships that implicate a third party protect against emotional and behavioral cheating by virtue of reinforcing expectations of exclusive behavior within the brand relationship.

Keywords: brand relationship, social connection, branding, interpersonal relationships, relationship metaphor, monogamy, infidelity

JEL Classification: M3, M30, M31, D12, E21

Suggested Citation

Khamitov, Mansur and Thomson, Matthew and Goode, Miranda, Investigating Brand Cheating in Consumer-Brand Relationships: Triadic and Dyadic Approaches (December 1, 2014). NA - Advances in Consumer Research, 42, ed. June Cotte and Stacy Wood, p. 541, Duluth, MN: Association for Consumer Research, 2014, Available at SSRN: https://ssrn.com/abstract=2725701

Mansur Khamitov (Contact Author)

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

Miranda Goode

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/

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