Our commentary seeks to inform the nature of consumers' brand relationships by focusing on the negative pole of Park et al.'s Attachment-Aversion continuum. We argue that the distinction between positively- and negatively-valenced relationships matters, and open opportunities to further our...

This paper reports results from a two-month longitudinal field experiment examining influences on relationships that formed between consumers and an on-line photography brand. Brand personality systematically impacted relationship strength patterns, whereby brands with sincere versus exciting...

Past research has shown a correlation between measures of brand equity and stock price. However, these results are not sufficient to conclude that branding creates shareholder value. Using time-honored models from the discipline of finance, this paper specifies, and subsequently tests, the...