Abstract

http://ssrn.com/abstract=339381
 
 

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When Good Brands Do Bad: Brand Personalities, Acts of Transgression, and the Evolution of Relationship Strength


Susan Fournier


Boston University

Adam Brasel


Independent

Jennifer Aaker


Stanford University - Graduate School of Business



Abstract:     
This paper reports results from a two-month longitudinal field experiment examining influences on relationships that formed between consumers and an on-line photography brand. Brand personality systematically impacted relationship strength patterns, whereby brands with sincere versus exciting traits encouraged progressively stronger relationship bonds. However, this result held only when the relationship proceeded without commission of a transgression. When a transgression occurred, relationship strength suffered dramatically for sincere brands, but surprisingly, showed signs of reinvigoration for exciting brands. Dispositional attributions regarding partner quality mediated the results, suggesting a broader role for the relationship contracts formed at the hands of different brand personalities.

working papers series


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Date posted: November 1, 2002  

Suggested Citation

Fournier, Susan and Brasel, Adam and Aaker, Jennifer, When Good Brands Do Bad: Brand Personalities, Acts of Transgression, and the Evolution of Relationship Strength. Available at SSRN: http://ssrn.com/abstract=339381

Contact Information

Susan Fournier
Boston University ( email )
595 Commonwealth Avenue
Boston, MA 02215
United States
617 353 2773 (Phone)
S. Adam Brasel
Independent
No Address Available
Jennifer Lynn Aaker (Contact Author)
Stanford University - Graduate School of Business ( email )
518 Memorial Way
Stanford, CA 94305-5015
United States

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