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
Date Written: December 1, 2014
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: Suggested Citation