MGMD10H3 Lecture Notes - Lecture 4: Junk Food

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Why do you think this paper was published? (or, what is the key contribution) Both papers focus on the different types of relationships individuals may form with different brands throughout their lives. The two relationships that were focused on are exchange and communal relationships. As (cid:449)e pur(cid:272)hase a produ(cid:272)t, (cid:449)e are also pur(cid:272)hasi(cid:374)g the (cid:862)perso(cid:374)ality(cid:863) that is asso(cid:272)iate (cid:449)ith the brand. Therefore, we tend to purchase brands that fits our social norms. In these papers, it talks about how (cid:271)ra(cid:374)d"s a(cid:272)tio(cid:374) (cid:272)a(cid:374) affe(cid:272)t a (cid:272)o(cid:374)su(cid:373)er positi(cid:448)ely or (cid:374)egati(cid:448)ely toward the brand. Although we firmly believe the results from the papers, we would like to conduct further research on social norms, to see the significant effect it has on consumer"s purchasing behaviour. According to the paper, if the brand personality fits my social norms, i will have a positive feeling about the brand.

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