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290311983[1][2][3][4][5][6]12904[7][8][9][10][11][12]2905290629072908MBA-----[1]Berry,LeonardL.(1983),RelationshipMarketing,inEmergingPerspectivesonServicesMarketing,L.Berry,G.L.Shostack,andG.D.Upah,eds.Chicago:AmericanMarketingAssociation,25-28.[2]Morgan,RobertM.,andHunt,ShelbyD.(1994),“TheCommitment-TrustTheoryofRelationshipMarketing,”JournalofMarketing,58(3),20-38.[3]DeightonJohn(1996),“TheFutureofInteractiveMarketing,”HarvardBusinessReview,74(November-December),151-166.[4]Jackson,BarbaraBund(1985),WinningandKeepingIndustrialCustomers.Lexington,KY:LexingtonBooks.[5]Palmer,AdrianJ.,“IntegratingBrandDevelopmentandRelationshipMarketing,”JournalofRetailingand2909ConsumerServices,3(4),251-257.[6]AndersBengtsson(2003),“TowardsaCritiqueofBrandRelationships,”AdvancesinConsumerResearch,30,154-158.[7]Oliver,RichardL.(1999),“WhenceConsumerLoyalty?”JournalofMarketing,63,33-44.[8]Belk,RussellW.,MelanieWallendorf,andJohnF.Sherry(1989),“TheSacredandtheProfaneinConsumerBehavior:TheodicyontheOdyssey,”JournalofConsumerResearch,16(June),1-38.[9]Fournier,Susan(1998),“ConsumerandTheirBrands:DevelopingRelationshipTheoryinConsumerResearch,”JournalofConsumerResearch,24March,343~373.[10]Fajer,MaryT.(1995),“BreakdownandDissolutionofPerson-BrandRelationships,”AdvancesinConsumerResearch,22,663-667.[11]Aaker,J.,Fournier,S.andBrasel,S.(2001),“ChartingtheDevelopmentofConsumer-BrandRelationships”,ResearchPaperSeries,GraduateSchoolofBusinessStanfordUniversity.[12]Fournier,SusanandJulieL.Yao(1997),“RevivingBrandLoyalty:AReconceptualizationwithintheFrameworkofConsumer-BrandRelationships,”InternationalJournalofResearchinMarketing,14,451-472.[13]Blackston,Max(1992),“Observations:BuildingEquitybyManagingtheBrand’sRelationships”,JournalofAdvertisingResearch,32(May/Jun),79-83.[14]Keller,KevinL(2001),“BuildingCustomer-BasedBrandEquity”,MarketingManagement,10(Jul/Aug),14-19.[17][9][18][11][19]Thorbjornsen,HelgeandEinarBreivikandMagneSupphellen(2002),“Consumer-BrandRelationships:ATestofAlternativeModels,”AmericanMarketingAssociation.ConferenceProceedings,2002,13,ABI/INFORMGlobalP.283.[20][6][21]AggarwalP.2004,“TheEffectsofBrandRelationshipNormsonConsumerAttitudesandBehavior,”JournalofConsumerResearch,31(1),87-101.FactorsInfluencingConsumer-BrandRelationshipAnExploratoryResearchYiXie,SiqingPeng1(DepartmentofMarketing,GuanghuaSchoolofManagement,PekingUniversity)Abstract:Theobjectiveofthisresearchistoexplorefactorsinfluencingconsumer-brandrelationship.65MBAstudentsparticipatedanopen-endedsurvey.Thisresearchidentifiesfivefactorsinfluencingconsumer-brandrelationship,andprovidesalistofcorporatebehaviorsthanmayenhanceordestroyconsumer-brandrelationship.Finally,limitationsandfutureresearchdirectionsarediscussed.Keywords:Relationshiptheory,RelationshipMarketing,Consumer-brandRelationship29102911++