Strong Brands, Strong Relationships

Edited by Dr. Susan Fournier, Questrom Professor of Management and Faculty Director of the M.B.A. Program at Boston University
Dr. Michael Breazeale, Assistant Professor of Marketing at Mississippi State University
Dr. Jill Avery, Senior Lecturer at Harvard Business School, Harvard University

Contents

Table of Contents

Introduction: Strengthening our Understanding of the Importance of Brands to Consumers, Firms, and Society at Large (Michael Breazeale, Susan Fournier, and Jill Avery) Part I: How Contexts Shape Brand Meaning 1.Loyalty and Brands in Consumers’ Assembled Lives (Linda L. Price) 2.Framing the Game: How Brands’ Relationships with Their Competitors Affect Consumer Preference (Neeru Paharia, Jill Avery and Anat Keinan) 3.The Role of Cultural Capital in Creating Glocal Brand Relationships (Dannie Kjeldgaard, Søren Askegaard, and Giana M. Eckhardt) Part II: Brands, Identities, and Self-Expression 4.Boys Will Be Brands: Exploring Male Consumer-Brand Relationships (Aliette Lambert and John Desmond) 5.Brand Relationships and Self-Identity: Consumer Use of Celebrity Meaning to Repair a Compromised Identity (Jennifer Edson Escalas and James R. Bettman) 6.How Lonely Consumers Relate to Brands: Insights from Psychological and Marketing Research (Christopher Long, Sukki Yoon, and Mike Friedman) 7.Identity Degrading Brands (Zeynep Arsel and Scott Stewart) Part III: Humanizing and Anthropomorphizing Brands 8.Befriending Mr. Clean: The Role of Anthropomorphism in Consumer-Brand Relationships (Jing Wan and Pankaj Aggarwal) 9.Anthropomorphism and Consumer-Brand Relationships: A Cross-Cultural Analysis (Mandeep Kaur Ghuman, Li Huang, Thomas J. Madden and Martin S. Roth) 10.The Post-Human Future of Brands (Robert V. Kozinets) Part IV: #BrandsOnline 11.From Stranger to Friend: Shaping Consumer-Brand Relationships with Social Media (Renée Richardson Gosline) 12.How Social Media Influencers Build a Brand Following by Sharing Secrets (Barbara Bickart, Soyean Kim, Seema Pai, Frédéric Brunel) 13.Customer-to-Customer Relationship Management (CCRM): How Marketers Can Successfully Engage Consumers Online (Molan Kim and Scott A. Thompson) Part V: Relationship Threats and Endings 14.The Unfaithful Brand: When Flirting with New Customer Segments, Make Sure You Are Not Already Married (Marius K. Luedicke and Elisabeth A. Pichler-Luedicke) 15.Dyads, Triads and Consumer Treachery: When Interpersonal Connections Guard Against Brand Cheating (Miranda Goode, Mansur Khamitov, and Matthew Thomson) 16.This Brand Is Just Not That Into You: Exploring the Role of Firm Integrity in How Consumers React to Customer Firing (Martin Mende, Maura L. Scott, Katherine N. Lemon, and Scott A. Thompson) 17.Communitas Interruptus: Consumer Experiences of Leaving Community (James H. McAlexander and Beth Leavenworth DuFault) 18.Consumers’ Experience of Brand Withdrawal: Unfolding Consumption Bereavement Theory (Cristel Antonia Russell and Hope Jensen Schau) Part VI: Building the Brand-Driven Organization 19.Building Brands from the Inside Out: Three Practitioner Stories (Chris Allen and Matt Carcieri) 20.Branding Terror: Building Notoriety in Violent Extremist Organizations (Michael Breazeale, Erin G. Pleggenkuhle-Miles, Gina Scott Ligon and Mackenzie Harms) 21.Identity Tensions in Business-Based Brand Relationships (Benjamin Lawrence and Patrick J. Kaufmann) 22.Success Factors for the Implementation of an Intended Brand Personality: Conceptual Framework and Insights from the Swiss Luxury Industry (Wayne D. Hoyer, Harley Krohmer and Lara Lobschat) Part VII: Systems and Metrics for Measuring Brand Relationships 23.Secret Relationships: Uncovering Consumers’ Hidden Feelings about Brands (Chip Walker and Belle Frank) 24.Using Relationship Metaphors to Understand and Track Brands (John Wittenbraker and Helen Zeitoun) 25.Constructing Consumer-Brand Relationships To Better Market and Build Businesses (Max Blackston and Edward Lebar) Part VIII: The Futures of Branding 26.Contemplating the Futures of Branding (Michael Breazeale, Susan Fournier, and Jill Avery. With contributions by David Aaker, John Deighton, Gavan Fitzsimons, Susan Fournier, Robert V. Kozinets, Deborah MacInnis, Ann L. McGill, Deborah Roedder John, and Jonathan Schroeder)

A scholarly and rigorous exploration into what drives consumer behavior in relation to brands— provocatively dissected and evaluated by some of the most forward-thinking academics and practitioners in advertising and brand marketing today. Prepare to rethink your long-cherished assumptions!

Hayes RothAdjunct Professor of Marketing at City College of New York and founder of HA Roth Consulting LLC, USA

This thoughtful and provocative collection is just the catalyst needed to move brand relationship marketing to the next level. Mixing pioneering theory with practical insights, the authors speak to both the real challenges facing marketers and growth officers today, and the new frontiers that they will soon have to confront: static vs. dynamic brand identities, personal vs. social brand interactions, and beneficial vs. nuanced brand relationships, to name just a few. A must-read for serious brand builders.

Lara L. LeeSVP Customer Experience Design, Lowe’s Companies, Inc., USA

For anyone looking to strengthen the bond between their brand and target audience, this is a timely and deeply fascinating compendium. It contains the latest thinking from the best and the brightest about brands, consumers, and the lives they share. Every chapter is rich in insights and inspiration; in particular, the articles on loyalty, social media and the brand-driven organization have expanded my thinking about how to connect more powerfully with our customers.

David SneadVice President, Marketing, Brand and Customer Experience, New York Philharmonic, USA

This book is one of the most valuable sources of new research. It includes deeply insightful articles and source material for those who wish to create, build and strengthen brand relationships in today’s era of digital Darwinism.

Erich JoachimsthalerCEO of Vivaldi Partners Group, USA

Strong Brands, Strong Relationships breathes new life into marketing! It makes a strong case that the value of brands is in the human relationship, promising a more scientifically grounded, yet authentic future for marketing.

Stephen X SpringfieldSr. Vice President, Sentient Decision Science, USA