Title: Developing consumer brand relationships built to last: brand stress, catastrophic events and negative social network campaigns

Authors: Helena Nobre; Kip Becker

Addresses: Nova University of Lisbon, Rua Marechal Saldanha, 528, 1A 4150-652 Porto, Portugal. ' Boston University, 808 Commonwealth Avenue, Boston, MA 021129, USA

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.

Keywords: consumer-brand relationships; relationship strength; brand disruptions; business continuity; interpersonal relationship theory; brand passion; brand loyalty; brands; branding; consumers; brand stress; catastrophic events; negative campaigns; social network campaigns; catastrophes; social media; internet; world wide web; social networking; networks; brand personalities; predictors; relationship variables; intimacy; loyalty; passion; partner quality; personality dimensions; business continuity; product recalls; sales stimulation; consumer devotion; Portugal; international business.

DOI: 10.1504/JIBED.2012.048566

Journal for International Business and Entrepreneurship Development, 2012 Vol.6 No.2, pp.107 - 124

Available online: 16 Aug 2012 *

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