from both participants in the relationship, which affect the stability and durability
of the relationship. Hence, she not only introduces a whole new way of conceptu-
alizing brands, she also introduces the management of the brand as an ongoing,
complex and indeed unstable process.
Brand relationship theory has subsequently been extended by research into the
way respectively brand personality and the expected brand relationship norms
influence the brand relationship.
Box 8.3 The complexity of a relationship
In ‘When good brands do bad’, (Aaker et al. 2004) research illustrates how
brands are evaluated differently when having different brand personalities
but making the same mistake. The consumers were more forgiving towards
the exciting brand personality than towards the sincere brand. The brand
relationship was thus influenced differently when the brands were different
(Read more about this study in chapter 7.)
In ‘The effects of brand relationship norms on consumer attitudes and
behavior’ (Aggarwal 2004) it is studied how different fundamental percep-
tions of relationship norms influence the evaluations of marketing actions.
In social psychology a distinction is made between two different kinds of
relationships with distinctively different relationship norms:- Exchange relationshipsare based on economic factors. People in this
kind of relationship expect money in return for a favour or expect a
comparable favour promptly. - Communal relationshipsare based on social factors. Here, money in
return for a favour is not expected. Benefits are not compared.
The line of thinking behind this research is that a brand is evaluated as a
potential relationship partner in – more or less – the same manner as a
human member of society. Certain norms for a relationship are identified in
a brand relationship as they would be in a human relationship. After having
tested how these norms work in the exchange between a brand and a
consumer in situations of asking for help, the researcher is able to state that
it is very important not to mix the behaviour of the two types of relation-
ships. When a relationship is established, relationship norms (exchange-
based and communal) are taken for granted, and violations of these norms
are evaluated negatively.
This line of research extends on the idea that a relationship is a complex
and volatile entity. And in the management of a brand relationship it is bene-
ficial to consider both the brand personality and the implied relationship
norms and make all marketing actions consistent accordingly.
SourcesAaker et al. (2004), Aggarwal (2004)164 Seven brand approaches