Relationship norms and media gratification in relational brand communication
Journal of Business Research, 2017, vol. 79, issue C, 12-22
Brands are increasingly engaging in relational communications, which are personalized or privative messages sent to regular customers as part of a company's relationship marketing strategies. However, little is known regarding the underlying processes governing the creation of targeted relational outcomes. Drawing on the social theory of relationship norms, this study shows that by influencing the nature of media gratification, contextual communal norms rather than exchange norms have a stronger effect on how gratification contributes to attitudes toward the media and brand gratitude as significant media-related antecedents of brand commitment. Of particular interest, this study reveals that communal media gratification (in contrast to exchange media gratification) contributes the most to gratitude outcomes, whereas it only slightly influences media attitudes. The implications of these findings are significant for brand communication researchers and managers.
Keywords: Relational brand communication; Gratitude; Media attitude; Relationship norms; Media gratification (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed
Downloads: (external link)
Full text for ScienceDirect subscribers only
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:79:y:2017:i:c:p:12-22
Access Statistics for this article
Journal of Business Research is currently edited by A. G. Woodside
More articles in Journal of Business Research from Elsevier
Series data maintained by Dana Niculescu ().