Brands as Relationship Partners: Warmth, Competence, and In-Between

By Susan Fournier, Claudio Alvarez. 2012

389 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/f7b357ccd3909c9587efe6bb8e425664830bd102

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Urška Tuškej
2. K. Podnar
3. K. Naumann
4. E. Levy
5. J. Bowden
6. Jhih-Syuan Lin
7. Z. Santos
8. Paulo Rita

In Organizational Behavior and Human Resource Management

1. Urška Tuškej
2. K. Podnar
3. K. Naumann
4. E. Levy
5. J. Bowden
6. Artyom Golossenko
7. Jhih-Syuan Lin
8. Yongjun Sung

In Sociology and Political Science

1. Urška Tuškej
2. K. Podnar
3. K. Naumann
4. E. Levy
5. J. Bowden
6. Artyom Golossenko
7. Jhih-Syuan Lin
8. Z. Santos

Citations in the corpus

• The effect of social exclusion on consumer preference for anthropomorphized brands (2017, methodology): “Prior research has mainly focused on partner brands (Aggarwal & McGill, 2012; Fournier & Alvarez, 2012), and fling brands have received relatively little attention (Alvarez & Fournier, 2012).”
• Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “Yet, as Fournier and Alvarez (2012) note, we have tended to focus on brand relationships characterized by strong levels of attachment.”
• Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships (2014, background): “…often design an anthropomorphized representation of a brand (e.g., Apple’s “I’m a Mac” advertising campaign), imbue brands with images and distinct personalities, or present a product itself in human terms (J. L. Aaker, 1997; Aggarwal & McGill, 2007; Fournier & Alvarez, 2012; Lau & Phau, 2007).”
• Seeing brands as humans: Development and validation of a brand anthropomorphism scale (2020, background): “15 relationship (Fournier and Alvarez, 2012), it is expected that brand anthropomorphism leads to brand intimacy, brand commitment, brand trust and brand partner quality.”
• Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media (2018, background): “…the marketing literature on brand relationships, which shows that people relate to their brands similarly to how they relate to the people around them (Fournier, 1998), a core assumption producing comparable effects on the strength and nature of such relationships (e.g., Fournier & Alvarez, 2012).”
• Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media (2017, background): “Since As the research on brand anthropomorphism is still in its infancy (Puzakova et al., 2009; Fournier and Alvarez, 2012), a measure for the concept had to be developed anew.”
• Expanding customer engagement: the role of negative engagement, dual valences and contexts (2020, background): “Yet, research has demonstrated that negative brand relationships are in fact more common than positive relationships (Fournier and Alvarez, 2012).”
• On the relationship between consumer-brand identification, brand community, and brand loyalty (2018, background): “Strong relationships develop when partners support each other's lives (Fournier, 1998; Fournier and Alvarez, 2012), and the nature and strength of the relationship are affected by the characteristics of both entities involved (Aaker, 1997; Ahearne et al.”