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Keywords: Attachment anxiety
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Journal Articles
Relationship norms, rewards and consumer-brand bonds: when cultural context and attachment anxiety matter
Open Access
Journal:
International Marketing Review
International Marketing Review (2026) 43 (7): 1–24.
Published: 15 December 2025
...-based CBRs aligned with conventional relationship theories. In Ghana, however, these patterns diverged from expected distinctions between communal and exchange norms. Furthermore, attachment anxiety interacted with cultural context, moderating the effects of relational norms and attenuating contextual...
Includes: Supplementary data
