Our commentary seeks to inform the nature of consumers' brand relationships by focusing on the negative pole of Park et …-valenced relationships matters, and open opportunities to further our knowledge about what makes a brand relationship “bad.” Two theoretical … extensions are offered: (1) additional negativity dimensions beyond brand-self distance including pathology, power, and self …

Past research has shown a correlation between measures of brand equity and stock price. However, these results are not … paper specifies, and subsequently tests, the necessary and sufficient conditions to determine whether brand strength leads … brand research within the framework of risk management is recommended, toward a goal of greater organizational …

formed between consumers and an on-line photography brand. Brand personality systematically impacted relationship strength … relationship contracts formed at the hands of different brand personalities …