This research investigates how communal and exchange brand relationship norms determine consumers’ tendencies in processing brand information in morality or competence terms, respectively. Study 1 tests the hypothesized relationships between relationship norms and morality/competence social cognition. The results show that exchange norm-oriented consumers evaluate a brand mainly based on its competence attributes, whereas communal norm-oriented individuals place additional focus on the brand’s moral conduct. As an extension of Study 1, Study 2 examines the effectiveness of morality-framed and competence-framed advertising messages in relation to the relationship norms salient at brand exposure. The findings reveal that exchange norm-oriented individuals demonstrate more favorable attitudes towards the competence-framed message, whereas communal norm-oriented individuals show more positive attitudes towards the morality-framed message. Finally, Study 3 investigates how the norms dominant in the relationships with a brand influence consumers’ attitude change in response to morality- and competence-based negative information on the brand. The results show that exchange norm-oriented individuals are more susceptible to immoral brand information, and communal norm-oriented individuals are equally affected by both types of negative brand information. This research suggests that the different emphasis on morality and competence information in communal and exchange brand relationships not only influences how consumers form their initial impressions of a brand and evaluations of advertisements but also how they interpret negative brand information as brand relationships unfold. / text

Whether they are gracing movie screens, tweeting about the size of their baby bump, or being photographed by the paparazzi in their swimwear accidently on purpose, celebrities compel consumers to care. Despite the pervasive consumer interest in celebrities, the fundamental process of how and when consumers develop relationships with and attachments to them is a subject that has been underexplored by marketing scholars, a discipline whose activities are often turbocharged by celebrities. In this research project, celebrities are viewed as brands in and of themselves, and accordingly, are examined through the prism of marketing's brand relationship literature. Drawing upon that literature and narrative transportation theory, a theoretical model of the celebrity brand attachment process is developed and empirically tested over the course of four online experiments. Results indicate that narratives about celebrity brands transport consumers to a place where they feel and behave as if they are in a communal-like relationship with the celebrity brand, despite their awareness of the contrary. These feelings and behaviors are lasting and manifest themselves back in the real world with increases in attachment and intention to consume more celebrity brand narratives. Furthermore, differences in the narrative type (on-stage vs. off-stage) and celebrity brand type (achieved vs. attributed) are found to impact the relationship between narratives and attachment level, while brand type and attachment style type are not found to significantly impact the narrative - attachment relationship.

競爭激烈的市場上，產品差異化不再是銷售萬靈丹，廠商愈來愈注重維持與現有客戶的關係。關係行銷時代，企業想與其目標客戶建立緊密之關係，而「品牌」就是用來連結企業與顧客間之橋樑。品牌最重要的任務是與消費者建立關係，成功的品牌可以和顧客建立緊密關係。 / 本論文之研究目的在於探討訂價策略符合品牌關係規範與否，會如何影響消費者對訂價策略與品牌整體之評價。研究採用2x2實驗設計的方式，測試在不同關係情境（共榮關係、交易關係）及不同訂價方案（收費、不收費）下，消費者對該品牌之評價有何差異。研究發現品牌訂價方案違犯品牌關係規範時，消費者會給予品牌較差之評價。建議與客戶建立品牌關係後，企業一切活動需要密切遵守關係規範。廠商要努力維護良好品牌關係，進行遵守品牌關係規範之訂價方案與品牌活動。企業唯有密切遵守與顧客間應有之關係規範，這樣才能增加顧客對品牌之信任。企業應同時採取關係行銷策略，讓消費者願意跟品牌建立更親密之關係，甚至進而成為品牌之忠誠客戶。企業需維持忠誠顧客群之穩定度，並建立顧客資料庫，以便企業對其目標市場之客戶需求有更深入的認識，即時推出差異化產品滿足顧客需求，同時提升為消費者創造價值的能力。 / In the competitive market where product differentiation wouldn’t guarantee sales, companies care more about the relationships with their customers. At the age of relationship marketing, “brand” is the bridge to connect with the customers. Building relationship with the consumers is an important function of the brand. / The result of the experiments shows that a pricing strategy that is in violation of a relationship norm leads to a poorer evaluation by the consumers relative to the strategy that conforms to the relationship norm. People in a communal relationship evaluate the brand and its actions more positively when the action is in keeping with communal norms than when the action is in violation of communal norms.It’s suggest that once the brand build the relationship with their customers, in order not to hurt the relationship the brand’s actions should firmly comform to the brand relationship norms. Norm violation will cause consumer’s negative evaluation toward our brand. And consumers’ responses wew not limited to the specific brand’s action but extended to their overall brand evaluations as well. Companies should maintain the comformity between brand actions and their relationship norms which can keep the long-term relationship with the customers.