{"id":290,"date":"2013-09-23T11:11:14","date_gmt":"2013-09-23T15:11:14","guid":{"rendered":"http:\/\/nm.cms-devl.bu.edu\/everett\/?page_id=290"},"modified":"2019-11-14T10:38:31","modified_gmt":"2019-11-14T15:38:31","slug":"keep-your-enemies-close","status":"publish","type":"page","link":"https:\/\/www.bu.edu\/questrom-magazine\/fall13\/keep-your-enemies-close\/","title":{"rendered":"Keep Your Enemies Close"},"content":{"rendered":"<p><strong>Brand managers may dream<\/strong> of customers relating to their products as committed partners or best friends, but what if a brand portfolio offers rocky marriages and one-night stands?<\/p>\n<p>How, for example, should the New York Philharmonic react to news that a large percentage of first-time ticket buyers felt \u201cstalked\u201d by their customer service calls? What about\u00a0frequent flyers\u2019 mixed\u2014and often negative\u2014emotions about their airline of choice?<\/p>\n<p>A study by Professor Susan Fournier\u2014named one of the nation\u2019s most influential researchers by <em>The Atlantic<\/em>\u2014and doctoral candidate Claudio Alvarez (\u201913) calls for a new science of negative brand relationships.<\/p>\n<p>\u201cNegative brand relationships are in fact more common than positive relationships,\u201d they write in the <em>Journal of Consumer Psychology<\/em>. As negative brand relationships cause damage to both consumers and companies, Fournier and Alvarez note that \u201cmanaging negatives may actually be more important for brand equity development than cultivating positive connections with brands.\u201d<\/p>\n<p>Want consumers to love your brand? Read more about Fournier\u2019s theory of brand relationships.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand managers may dream of customers relating to their products as committed partners or best friends, but what if a brand portfolio offers rocky marriages and one-night stands? How, for example, should the New York Philharmonic react to news that a large percentage of first-time ticket buyers felt \u201cstalked\u201d by their customer service calls? What [&hellip;]<\/p>\n","protected":false},"author":2184,"featured_media":0,"parent":26,"menu_order":48,"comment_status":"closed","ping_status":"closed","template":"story.php","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Keep Your Enemies Close - Questrom Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bu.edu\/questrom-magazine\/fall13\/keep-your-enemies-close\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Keep Your Enemies Close - Questrom Magazine\" \/>\n<meta property=\"og:description\" content=\"Brand managers may dream of customers relating to their products as committed partners or best friends, but what if a brand portfolio offers rocky marriages and one-night stands? 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