Developing consumer brand relationships built to last: brand stress, catastrophic events and negative social network campaigns
by Helena Nobre; Kip Becker
J. for International Business and Entrepreneurship Development (JIBED), Vol. 6, No. 2, 2012

Abstract: This research investigated the brand personality as predictor in the consumer-brand relationship and the meaning of that relationship as it relates to brand loyalty. Relationship variables of intimacy/loyalty and passion were studied in conjunction with partner quality. It was believed this information would provide insights into brand personality dimensions that would prove useful in determining how to bond the consumer to the product/firm so as to withstand incidences of brand stress, maintaining business continuity during periods of brand stress, catastrophic events or recalls. Results suggested intimacy/loyalty influenced relationship strength through partner quality, and these relationships could hold up better under periods of brand disruptions. While a brand relationship, such as passion, can stimulate sales, intimacy/loyalty may directly contribute to consumer devotion during difficult times.

Online publication date: Thu, 16-Aug-2012

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