When Good Brands Do Bad

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Exploring positively- versus negatively-valenced brand engagement: a conceptual model (2014, background): “Hence instead, constructs gauging the interactive nature of consumer/brand relationships have been advocated (Aaker et al., 2004), with BE representing a prominent concept in both the managerial and scholarly discourse addressing the need for more effective marketing metrics (Marketing Science Insti”
Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites (2006, background): “Past work on consumer-firm relational transgressions (Aaker et al. 2004; Aggarwal 2004) has focused on how such transgressions hurt brand equity but not the betrayed consumer’s esteem.”
An exploration of relational customers' response to service failure (2007, background): “Service failures can represent a form of brand‐relationship transgression (defined as an event that breaks the implied norms of the consumer‐brand relationship; Aaker et al., 2004).”