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- catalog abstract "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.".
- catalog contributor b12963551.
- catalog contributor b12963552.
- catalog contributor b12963553.
- catalog contributor b12963554.
- catalog created "c2003.".
- catalog date "2003".
- catalog date "c2003.".
- catalog dateCopyrighted "c2003.".
- catalog description "Includes bibliographical references.".
- catalog 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.".
- catalog extent "38 p. :".
- catalog isPartOf "Working paper (Harvard Business School. Division of Research) ; 03-090.".
- catalog isPartOf "Working paper / Division of Research, Harvard Business School ; 03-090".
- catalog issued "2003".
- catalog issued "c2003.".
- catalog language "eng".
- catalog publisher "[Boston] : Division of Research, Harvard Business School,".
- catalog title "When good brands do bad : brand personalities, acts of transgression, and the evolution of relationship strength / Jennifer Aaker, Susan Fournier, S. Adam Brasel.".
- catalog type "text".