When good brands do bad
Subtitle: brand personalities, acts of transgression, and the evolution of relationship strength
By: Jennifer Aaker, Susan Fournier, S. Adam Brasel
Contributors: Fournier, Susan; Brasel, S. Adam; Harvard Business School. Division of Research
Series: Working paper / Division of Research, Harvard Business School -- 03-090; Working paper (Harvard Business School. Division of Research) -- 03-090
Publisher: Division of Research, Harvard Business School
Published: 2003
Place of publication: Boston]
Language: eng
Number of pages: 38
Description: This paper reports results from a two-month longitudinal field experiment examining influences on relationships that were 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.
Notes: Includes bibliographical references.