When Good Brands Do Bad

  title={When Good Brands Do Bad},
  author={Jennifer L. Aaker and Sylvain Fournier and S. Adam Brasel},
This article reports results from a longitudinal field experiment examining the evolution of consumer-brand relationships. Development patterns differed, whereby relationships with sincere brands deepened over time in line with friendship templates, and relationships with exciting brands evinced a trajectory characteristic of short-lived flings. These patterns held only when the relationship proceededwithout a transgression. Relationships with sincere brands suffered in the wake of… CONTINUE READING

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