Examining the Role of Norms in Consumer-Brand Relationships : the Applicability of Macneil's Relational Exchange Theory

Ivens, BjörnBjörnIvens0000-0001-8510-5212Birk, MatthiasMatthiasBirkPaulssen, MarcelMarcelPaulssen2019-09-192014-09-242007https://fis.uni-bamberg.de/handle/uniba/19533engExamining the Role of Norms in Consumer-Brand Relationships : the Applicability of Macneil's Relational Exchange Theoryconferenceobject