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Cited by 1,490

The DOI matches its Crossref record; 10 of the 10 references it cites were found in a registry or an index.

When Good Brands Do Bad

Open access
Aaker, Jennifer, Fournier, Susan, Brasel, S. Adam·2004·Journal of Consumer Research
DOI 10.1086/383419
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Abstract

This article reports results from a longitudinal field experiment examining the evolution of consumer-brand relationships. Development patterns differed, whereby relationships with sincere brands deepened over time in line with friendship templates, and relationships with exciting brands evinced a trajectory characteristic of short-lived flings. These patterns held only when the relationship proceeded without a transgression. Relationships with sincere brands suffered in the wake of transgressions, whereas relationships with exciting brands surprisingly showed signs of reinvigoration after such transgressions. Inferences concerning the brand's partner quality mediated the results. Findings suggest a dynamic construal of brand personality, greater attention to interrupt events, and consideration of the relationship contracts formed at the hands of different brands.

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Citations

Cites

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Cited by

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Metadata

Authors
Aaker, J., Fournier, S., & Brasel, S. A.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
2004-06
Volume
31
Issue
1
Pages
1-16
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/383419
OpenAlex
W2131808999
Cited by
1,490
References
10
FWCI
91.84
Type
journal article
Language
en
Open access
green

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