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

Строим крепкие отношения;
Концептуальная модель;
Личность бренда;
Трансгрессия;
Критерии компонентов структуры, объекты измерения;

Ключевые слова: лонгитюдный эксперимент, отношения бренда и потребителя, трансгрессия, личность партнера

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.

Журнал: «Маркетинг и маркетинговые исследования» — №2, 2007 (© Издательский дом Гребенников)
Объем в страницах: 14
Кол-во знаков: около 26,897
* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

1. Aaker J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), рр. 342–52.

2. Aaker J. (1999). Brand Personality: A Path to Differentiation. Brands Face the Future, New York: Research International, рр. 13–21.

3. Aaker J., Benet-Martinez V. и Garolera J. (2001). Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs. Journal of Personality and Social Psychology, 81 (3), рр. 492–508.

4. Altman I., Taylor D. A. (1973). Social Penetration: The Development of Interpersonal Relationship. New York: Holt, Rinehart, & Winston.

5. Altschiller D. (2000). Do Dot-Coms’ Ads Reveal a More Basic Flaw? Brandweek, 41 (12), р. 32.

6. Argyle M. (1986). The Skills, Rules, and Goals of Relationships. The Emerging Field of Personal Relationships, Robin Gilmour and Steve Duck, Hillsdale, NJ: Lawrence Erl-baum, рр. 23–39.

7. Aron A., Norman Ch. С., Aron E. N., McKenna C., Heyman R. E. (2000). Couples’ Shared Participation in Novel and Arousing Activities and Experienced Relationship Quality. Journal of Personality and Social Psychology, 78 (2), рр. 273–84.

8. Auhagen A. E., Hinde R. A. (1997). Individual Characteristics and Personal Relationships. Personal Relationships, 4 (1), рр. 63–84.

9. Baron R. M., Kenny D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51 (6), рр. 1173–82.

10. Belk R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15 (9), рр. 139–68.

11. Bitner M. Jo, Booms B. H., Stanfield Tetreault M. (1990). The Service Encounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54 (1), рр. 71–84.

12. Blackston M. (1993). Beyond Brand Personality: Building Brand Relationships. Brand Equity and Advertising, Aaker D. and Biel A., Hillsdale, NJ: Lawrence Erlbaum, рр. 113–24.

13. Blankfield A. (1987). The Concept of Dependence. International Journal of the Addictions, 22 (11), рр. 1069–81.

14. Bolton R. N., Drew J. H. (1991). A Multistage Model of Customers’ Assessments of Service Quality and Value. Journal of Consumer Research, 17 (March), рр. 375–84.

15. Bolton R. N., Lemon K. N. (1999). A Dynamic Model of Customers’ Usage of Services: Usage as an Antecedent and Consequence of Satisfaction. Journal of Marketing Research, 36 (2), рр. 171–86.

16. Boon S. D., Holmes J. G. (1999). Interpersonal Risk and the Evaluation of Transgressions in Close Relationships. Personal Relationships, 6 (2), рр. 151–68.

17. Braun K. A., Zaltman G. (2000). Companies That Have Consumer’s Best Interest at Heart. Working paper, Harvard Business School, Mind of the Market Laboratory, Cambridge, MA.

18. Buss D. M. (1991). Conflict in Married Couples: Personality Predictors of Anger and Upset. Journal of Personality, 59 (4), рр. 663–88.

19. Buss D. M., Craik K. H. (1983). The Act Frequency Approach to Personality. Psychological Review, 90 (2), рр. 105–26.

20. Buysse A., DeClerq A., Verhofstadt L., Heene E., Roeyers H., VanOost P. (2000). Dealing with Relational Conflict: A Picture in Milliseconds. Journal of Social and Personal Relationships, 17 (4), pp. 574–97.

21. Caprara G. V. , Barbaranelli Cl., Guido G. (2001). Brand Personality: How to Make the Metaphor Fit? Journal of Economic Psychology, 22 (June), рр. 377–95.

22. Cupach W. R. (2000). Advancing Understanding about Relational Conflict. Journal of Social and Personal Relationships, 17 (August), рр. 697–703.

23. Fincham F. D., Bradbury Th. N. (1987). The Assessment of Marital Quality: A Reevaluation. Journal of Marriage and the Family, 49 (4), рр. 797–809. Аакер Дж., Фурнье С., Брейзел С. А.

24. Fiske S. T. (1980). Attention and Weight in Person Perception: The Impact of Negative and Extreme Behavior. Journal of Personality and Social Psychology, 38 (6), рр. 889–906.

25. Fitzsimmons Gr., Bargh J. (2003). Thinking of You: Nonconscious Pursuit of Interpersonal Goals Associated with Relationship Partners. Journal of Personality and Social Psychology, 84 (1), рр. 148–64.

26. Fletcher G. J. O., Kininmonth L. (1992). Measuring Relationship Beliefs: An Individual Differences Scale. Journal of Research in Personality, 26 (4), рр. 371–97.

27. Fletcher G. J. O., Simpson J. A., Thomas G., Giles L. (1999). Ideals in Intimate Relationships. Journal of Personality and Social Psychology, 76 (1), рр. 72–89.

28. Fournier S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24 (March), рр. 343–73.

29. Fournier S., Deighton J. (1999). Assimilating Innovations. Association for Consumer Research, Columbus, Ohio.

30. Fournier S., Glen M. D. (1999). Rediscovering Satisfaction. Journal of Marketing, 63 (4), рр. 5–28.

31. Gifford R. (1991). Mapping Nonverbal Behavior on the Interpersonal Circle. Journal of Personality and Social Psychology, 61(2), рр. 279–88.

32. Grayson, Ambler Kent and Tim (1999). The Dark Side of Long-Term Relationships in Marketing Services. Journal of Marketing Research, 36 (February), рр. 132–41.

33. Gummesson E. (2002). Total Relationship Marketing, Oxford: Butterworth Heinemann.

34. Gundlach Gr. T., Achrol R. S., Mentzer J. T. (1995). The Structure of Commitment in Exchange. Journal of Marketing, 59 (January), рр. 78–92.

35. Hart Chr. W., Heskett J., Earl W., Sasser Jr. (1990). The Profitable Art of Service Recovery. Harvard Business Review, 68 (July / August), рр. 148–56.

36. Hays R. B. (1985). A Longitudinal Study of Friendship Development. Journal of Personality and Social Psychology, 48 (4), рр. 909–24.

37. Hill Cr. A. (1991). Seeking Emotional Support: The Influence of Affiliative Need and Partner Warmth. Journal of Personality and Social Psychology, 60 (January), рр. 112–21.

38. Hinde R. A. (1979). Towards Understanding Relationships, London: Academic.

39. Hoch St. J., Deighton J. (1989). Managing What Consumers Learn from Experience. Journal of Marketing, 53 (April), pp. 1–20.

40. Holmes J. G., Rempel J. K. (1989). Trust in Close Relationships. Close Relationships, Clyde Hendrick, New-bury Park, CA: Sage, pp. 187–220.

41. Holt D. B. How Brands Become Icons: The Principles of Cultural Branding, Boston: Harvard Business School Press.

42. Iacobucci D., Ostrom A., Grayson K. (1995). Distinguishing Service Quality and Customer Satisfaction: The Voice of the Consumer. Journal of Consumer Psychology, 4 (3), рр. 277–303.

43. Lewis R., Spanier Gr. (1979). Theorizing about the Quality and Stability of Marriage. Contemporary Theories about the Family, ed. Wesley E. Burr, Reuban Hill, F. Ivan Nye, and Ira L. Reiss, Vol. 2, New York: Free Press, рр. 268–94.

44. Marketing Science Institute (2002). 2002–2004 Research Priorities. Подробнее .

45. Maxham J., Netemeyer R. (2002). A Longitudinal Study of Complaining Customers’ Evaluations of Multiple Service Failures and Recovery Efforts. Journal of Marketing, 66 (October), рр. 57–72.

46. Metts S. (1994). Relational Transgressions. The Dark Side of Interpersonal Communications, William R. Cupach and Brian Spitzberg, Hillsdale, NJ: Lawrence Erlbaum, рр. 217–39.

47. Mick D. G. (1999). Editorial. Journal of Consumer Research, 25 (3), IV–V.

48. Moorman Chr., Deshpande R., Zaltman G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57 (1), рр. 81–101.

49. Morgan R. M., Hunt Shelby D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58 (3), рр. 20–38.

50. Oliver R. (1997). Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.

51. Petty R., Krosnick Jon A. (1995). Attitude Strength: Antecedents and Consequences, Mahwah, NJ: Lawrence Erlbaum.

52. Price L. L., Arnould E. J. (1999). Commercial Friendships: Service Provider-Client Relationships in Context. Journal of Marketing, 63 (October), рр. 38–56.

53. Price-Bonham Sh., Balswick J. O. (1980). The Non-institutions: Divorce, Desertion, and Remarriage. Journal of Marriage and the Family, 42 (November), рр. 959–72.

54. Reis H. T., Knee С. R. (1996). What We Know, What We Don’t Know, and What We Need to Know about Relationship Knowledge Structures. Knowledge Structures in Close Relationships, Garth Fletcher, Julie Fitness, Mahwah, NJ: Lawrence Erlbaum, рр. 169–91.

55. Robins R. W., Caspi A., Moffitt Terrie E. (2000). Two Personalities, One Relationship. Journal of Personality and Social Psychology, 79 (2), рр. 251–59.

56. Rousseau D., Sitkin S., Burt R., Camerer C. (1999). Not So Different after All: A Cross-Discipline View of Trust. Academy of Management Review, 23 (3), рр. 393–404.

57. Rusbult C. E., Verette J., Whitney Gr., Slovik L., Lipkus I. (1991). Accommodation Processes in Close Relationships: Theory and Preliminary Research Evidence. Journal of Personality and Social Psychology, 60 (1), рр. 53–78.

58. Sheppard Bl. H., Sherman D. M. (1998). The Grammars of Trust: A Model and General Implications. A cad-emy of Management Review, 23 (3), рр. 422–37.

59. Shoda Y., Mischel W., Wright J. С. (1993). The Role of Situational Demands and Cognitive Competencies in Behavior Organization and Personality Coherence. Journal of Personality and Social Psychology, 65 (November), рр. 1023–35.

60. Sirdeshmukh D., Singh J., Sabol B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. Journal of Marketing, 66 (1), рр. 15–37.

61. Smith A., Bolton R. (1998). An Experimental Investigation of Customer Reactions to Service Failure and Recovery Encounters: Paradox or Peril. Journal of Service Research, 1 (1), рр. 5–17.

62. Smith A., Bolton R., Wagner J. (1999). A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery. Journal of Marketing Research, 36 (8), рр. 356–72.

63. Smith St. (2001). America’s Greatest Brands, New York: America’s Greatest Brands.

64. Tax St., Brown St. W. , Chandrashekaran M. (1998). Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing. Journal of Marketing, 62 (2), рр. 60–76.

65. Vinokur A. D., Van Ryn M. (1993). Social Support and Undermining in Close Relationships: Their Independent Effects on the Mental Health of Unemployed Persons. Journal of Personality and Social Psychology, 65 (2), рр. 350–59.

66. Wiseman J. P. (1986). Friendship: Bonds and Binds in a Voluntary Relationship. Journal of Social and Personal Relationships, 3 (2), рр. 191–211.

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