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Keywords: Consumer–brand relationship
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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
...Abbie Iveson; Vasileios Davvetas; Magnus Hultman; Nathaniel Boso Purpose The consumer–brand relationship (CBR) literature is grounded in the notion that CBRs mirror interpersonal relationships. Yet little research has examined whether the relational norms that underpin these relationships operate...
Includes: Supplementary data
