“…Although prior studies have focused on the strength of the bonds that unite consumers and brands (e.g., Batra et al, 2012;Park et al, 2010), brand relationships can result in unfavorable outcomes (Alvarez and Fournier, 2016) such as negative wordof-mouth and vandalism (Johnson et al, 2011) or revenge and avoidance (Grégoire et al, 2009) due to a sense of betrayal when the brand fails to them. This work draws on the psychology of customer-brand relationships (Alvarez and Fournier, 2016;Escalas, 2004;Ferraro et al, 2013) and the relationship norms literature (Aggarwal, 2004;Shuqair et al, 2022;Yang and Aggarwal, 2019) to propose an accessibilitydiagnosticity perspective (Ahluwalia and Gürhan-Canli, 2000) on consumers' reactions to crowdsourcing (vs. firm-generated) labeling cues. The relationship norms framework indicates that customers form their perceptions of brands or providers depending on whether they consider them as basic 'exchange' relationships (characterized by quid pro quo transactions) or 'communal' relationships (based on partnership and deeper social bonds -Aggarwal, 2004;Scott et al, 2013;Wan et al, 2011;Yin et al, 2020).…”