Special Session Summary a Fuller Understanding of Product and Brand Relationships: Antecedents, Dimensions, and Consequences
Julie R. Irwin (2001) ,"Special Session Summary a Fuller Understanding of Product and Brand Relationships: Antecedents, Dimensions, and Consequences", in NA - Advances in Consumer Research Volume 28, eds. Mary C. Gilly and Joan Meyers-Levy, Valdosta, GA : Association for Consumer Research, Pages: 42.
A FULLER UNDERSTANDING OF PRODUCT AND BRAND RELATIONSHIPS: ANTECEDENTS, DIMENSIONS, AND CONSEQUENCES
"DIMENSIONING BRAND RELATIONSHIPS USING BRAND RELATIONSHIP QUALITY"
Susan Fournier, Harvard School of Business
In this presentation, Dr. Fournier presented results of the validation of a scale to measure Brand Relationship Quality (BRQ) Ba construct inducted in Fournier (1998) to capture the cognitive, affective, and behavioral dimensions along which consumer-brand relationships vary. Differential effects of six BRQ facets (intimacy, commitment, partner quality, interdependence, love, identity attachment) on a range of relationship outcomes (e.g., tolerance, top-of-mind saliency, resistance, trial of extensions, persistence) were explored, as were the predictive capacity of BRQ in general. The BRQ explains differences in relationship outcomes that are not captured in traditional loyalty or satisfaction measures. Facet profiles were also articulated that capture different relationship "types," thereby advancing knowledge of the differential successes of varying consumer-brand relationship classes.
"BRAND RELATIONSHIPS: THE INFLUENCE OF RELATIONSHIP TYPE ON CONSUMER DECISION MAKING STRATEGIES"
Pankaj Aggarwal, University of Chicago
Ann L. McGill, University of Chicago
The authors extended prior work on brand relationships that draws a parallel between how people form relationships with each other in social situations and how they form relationships with brands in a consumption situation. In this presentation, they focused on differences in information processing strategies depending on the type of relationship the customer has with the brand. They looked at two types of relationships, adopting a distinction that has been developed in the social psychology literature between communal relationships, in which concern for a partners need is paramount; and exchange relationships, in which a matched benefit is expected back from the partner. The central thesis of the research is that characteristics of brands and brand communication may trigger different relationship types and norms of behavior. They found that these characteristics predict both the type of cognitive processing (e.g., overall effort exerted, the degree of abstractness of considered feature, the use of compensatory vs. noncompensatory decision rules) and the degree of negative affect experienced while choosing between brands.
"IF THEY COULD SEE US NOW: A LOOK AT HOW CONSUMERS RELATE TO THEIR PRODUCTS AND HOW THESE RELATIONSHIPS EXPLAIN WHY LEADING BRANDS SUCCEED OR FAIL"
Peter Golder, New York University
Julie Irwin, University of Texas at Austin
The presenters focused on the ability of leading brands to maintain strong relationships with consumers. They addressed two questions: which consumer-brand relationships are enduring and which are fleeting? And, how do we explain these differences? They built on the product and brand relationship literature by proposing a multi-item scale that measures how consumers relate to their products. Then, they extended studies evaluating long-term brand leadership with an extensive data set of brand leaders from the 1920s until today in over 100 categories. They presented findings on the rate of leadership persistence over time. Also, they used their new measures to explain differences in leadership persistence.
Susan Broniarczk, University of Texas at Austin
The discussion, led by Dr. Broniarczyk, focused on integrating the three papers, with a special emphasis on the ways in which brand relationships may drive category relationships, and vice versa.
Julie R. Irwin, University of Texas at Austin
NA - Advances in Consumer Research Volume 28 | 2001
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets
Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA
Contagion and Product Physicality A Study of Consumer Response to Recycled-Content Products
Qizhou Wang, University of Connecticut, USA
David Norton, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
William T. Ross, Jr., University of Connecticut, USA