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When Good Brands Do Bad

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  • Aaker, Jennifer L.

    (Stanford U)

  • Fournier, Susan

    (Harvard U)

  • Brasel, Adam

    (Stanford U)

Abstract

This paper reports results from a longitudinal field experiment examining the evolution of relationships between consumers and an on-line photography brand in response to brand personality and transgression manipulations. Development patterns differed significantly for the two personalities, 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. However, these patterns held only when the relationship proceeded without a brand transgression. Relationships with sincere brands suffered dramatically and irrevocably in the wake of transgressions but, surprisingly, showed signs of reinvigoration for exciting brands. Character inferences concerning the quality of the brand as a relationship partner mediated the results. Findings suggest a dynamic construal of brand personality, greater attention to interrupt events including transgressions, and consideration of the relationship contracts formed at the hands of different brands.

Suggested Citation

  • Aaker, Jennifer L. & Fournier, Susan & Brasel, Adam, 2003. "When Good Brands Do Bad," Research Papers 1716, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:1716
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    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP1716.pdf
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    References listed on IDEAS

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    1. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    3. Caprara, Gian Vittorio & Barbaranelli, Claudio & Guido, Gianluigi, 2001. "Brand personality: How to make the metaphor fit?," Journal of Economic Psychology, Elsevier, vol. 22(3), pages 377-395, June.
    4. Bolton, Ruth N & Drew, James H, 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 375-384, March.
    5. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
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    Cited by:

    1. Sara Amoroso, 2020. "Chronicles of Consumer-Brand Experience: A Systematic Review and Research Agenda," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(1), pages 100-100, March.

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