MGMD10H3 Lecture Notes - Lecture 5: Brand Equity
Document Summary
The effects of brand relationship norms on consumer attitudes and behavior written by p. aggarwal examines the effects of relationships (specifically, communal vs. exchange) and its influence on brand appraisal and assessment. As brand equity is an integral part of success for many companies, this paper contributes motivating research and evidence for what companies can do to encourage positive brand equity. Experiment 1 introduces a situation evaluating communal and exchange relationship participant and their reactions to a bank service with 2 different conditions: being charged a fee or without a fee. At the initiation of the experiment, participants were presented with scenario descriptions to trigger either communal or exchange relationship norms. It is understood that in a communal relationship benefits are given to show concern for another"s needs while in exchange relationships, benefits are given to others for something in return.
