Do relational norms matter in consumer-brand relationships?

Researchers criticize current research of consumer-brand relationships (CBR) and research of relational norms because they draw on the interpersonal relationship literature. This paper responds to such remarks in two ways. First, the paper develops a conceptual framework that highlights the mediating role of relational norms in CBR, their effect on brand-relationship quality (BRQ) and their linkage between the characteristics of the dyad and consumer behavior. Second, this article offers an alternative conceptualization and operationalization of BRQ and relational norms. Contrary to prior work, this work draws on the business-to-business relationship literature instead of the interpersonal relationship metaphor. The research findings provide evidence for a second-order structure of relational norms and BRQ. The results suggest that relational norms and BRQ significantly mediate brand relationships.