Когда у хороших брендов наступают плохие времена
Аакер Д., Фурнье С., Брейзел С.

Аннотация

В статье приводятся результаты лонгитюдного полевого эксперимента по изучению эволюции взаимоотношений потребителей с брендом. Полученные данные указывают на динамическую природу личности бренда, повышенное внимание к ситуациям прерывания и особую роль договоров о взаимодействии, составленных разными брендами.

Содержание

Строим крепкие отношения;

Концептуальная модель;

Личность бренда;

Трансгрессия;

Критерии компонентов структуры, объекты измерения;

Ключевые слова: лонгитюдный эксперимент, отношения бренда и потребителя, трансгрессия, личность партнера
Журнал: «Маркетинг и маркетинговые исследования» — №2, 2007 (© Издательский дом Гребенников)
Объем в страницах: 14.
Кол-во знаков: около 26,897.

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Аакер Дженнифер

Адъюнкт-профессор маркетинга, Высшая бизнес-школа Стенфордского университета (г. Стенфорд, США).

Другие статьи автора 2

Фурнье Сьюзан

Приглашенный адъюнкт-профессор маркетинга, Дартмутский колледж (г. Ганновер, США).

Другие статьи автора 2

Брейзел С. Адам

Получает степень доктора философии, Высшая бизнес-школа Стенфордского университета (г. Стенфорд, США).

Другие статьи автора 2