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46(294)294Vol129No1420074ForeignEconomics&ManagementApr.2007(,518060):2007O01O18:(:5301010),(:200541):(1977-),,,:,,:;;;:F270:A:1001O4950(2007)04O0046O09(GrÊnoos,1994),,(Berry,1983)(Jackson,1985),2090,,(),ResearchInternationalBlackston(1992),,,[1]BlackstonFournier(1995),,,,,,,,10:(1);(2);(3),;(4);(5);(6);(7);(8);(9);(10),123,456,78,910,,,47():,,D1Aaker(2005)(brandrelationshipspectrum),Blackston(1992),(BhattacharyaSen,2003),:MunizOGuinn(2001)(brandcommunity),;Mundkur(1997),,;Fournier(2001),;McAlexanderSchoutenKoenig(2002)[2](2000),,;,(2005),,,,,,,D1Aaker(1998)()Blackston,Bengtsson(2003),,,,,[3]Coupland(2005),,Fournier,(),BlackstonFournier(1998)112[4]Monga(2002),[5]MalshePriceArnould(2005),(2004),[6],,,,,,()48(294),?FournierYao(1997),,,,,?Blackston(1992),,;,,()?1.EscalasBettman(2003),,,;[7],Escalas(2004);BhattacharyaSen(2003),,2.AakerFournierBrasel(2004),,;(transgression),,[8]Hayes(2006),,(2006),,();(),,,(1998),,D1Aaker(1998),,,,3.Thorbjornsen(2002),,,,;,,[9]Nysveen(2005),()(),;Beverland(2006),,,Belk(1975),,,4.(2002),,ChangChieng(2006)49,,[10],,,,,(),(Fourni2er,1998)DysonFarrHollis(1996),,CrossSmith(1998),,Fournier(2001),,,,,,Fournier,,,,(),,FajerSchouten(1995),,Duck(1982),[11]Fournier(1998),;,[4]PerrinOMartinenq(2004)(branddetachment),[12],()(brandrelationshipquality,BRQ)Fournier(1998),1.,ShimpMadden(1988)Sten2berg(1986)Blackston(1992),,[1]D1Aaker(1991),,YooDonthu(2001)AakerFournier(1998),,50(294)[4]BRQ,(2006c):-,Markinor(1992)Markinor,DuncanMoriarty(1999):(2005),()(),BRQ,BRQ/////[13](FournierBRQ,Keller,Blackston),,,,(Blackston),Blackston,,,,(2006)[14],FournierBRQ,,2.Thorb2jornsenBreivikSupphellen(2002)FournierBRQBRQ,ThibautKelley(1959)(),Rusbult(1980),,,,BRQ[15]ThomsonJohnson(2002),,,HessStory(2005),,,GurviezKorchia(2006),,,,,,,(),;;;1.,,ShimpMadden(1988):Fournier(1998)1551:[4],SweeneyChew(2002)Fournier15,Blackston(1992),,,,,Fournier(1998)15Olsen(1999),,50,:Ji(2002)(),:10[16]Robinson(2005)20,()()()(),,,2.D1Aaker(1998)J1Aaker(BPS),(2003)Weiss(2005)(2006d),,,,,,3.Aggarwal(2004),;,[17]:,Aggarwal,4.FajerSchouten(1995),,Fournier,Fournier(1998),[4]SweeneyChew(2002),,,,,(),,()ParkKim(2001),,52(294),[18],ParkKimKim(2002),,,,,;,,DavisHalligan(2002),;,(2004),,(2005),,GurviezKorchia(2006),,,,,,(Kapferer),,(),,1.Aggarw2al2004,(),;2005,Law,(),;,2006,Zhang,,,KaotchevaWeitz(1999),,,(,),,;,;,,,,Aggarwal,,,,,,2.ThorbjornsenBreivikSupphellen(2002);,,,53AlgesheimerDholakiaHerrmann(2005),,,,,(),,DasBrucks(1998)Chaudhuri(1999),,,,BhattacharyaSen(2003),,,,,(2004),,(2005)(2003)(2004),--,,-,-,,,,,,,,:?,,,,?,,,15,,,,,:,?,?,,,,,,,,,,,,,,,;,,,,,Fournier54(294)Avery(2005),(),:[1]Blackston,M1Observations:Buildingbrandequitybymanagingthebrandsrelationships[J]1JournalofAdvertisingResearch,1992,(May/Jun1):79-831[2]McAlexander,JH,Schouten,JW,andKoenig,HF1Buildingbrandcommunity[J]1JournalofMarketing,2002,66(Jan.):38-541[3]Bengtsson,A1Towardsacritiqueofbrandrelationships[J]1AdvancesinConsumerResearch,2003,30:154-1581[4]Fournier,S1Consumersandtheirbrands:Developingrelationshiptheoryinconsumerresearch[J]1JournalofConsumerResearch,1998,24(Mar.):343-3731[5]Monga,AB1Brandasarelationshippartner,genderdifferencesinperspectives[J]1AdvancesinConsumerResearch,2002,29:36-411[6],,1[J]1,2004,1(1):37-521[7]Escalas,JE,andBettman,JR1Youarewhattheyeat,theinfluenceofreferencegroupsonconsumersconnectionstobrands[J].JournalofConsumerPsychology,2003,13(3):339-3481[8]Aaker,J,Fournier,S,andBrasel,SA1Whengoodbrandsdobad[J]1JournalofConsumerResearch,2004,31(Jun1):1-161[9]Thorbjornsen,H,etal1Buildingbrandrelationshipsonline:Acomparisonoftwointeractiveapplications[J]1JournalofInteractiveMarketing,2002,16(3):17-341[10]Chang,PL,andChieng,MH1BuildingconsumerObrandrelationship:AcrossOculturalexperientialview[J]1Psychology&Mar2keting,2006,23(11):927-9591[11]Fajer,MT,andSchouten,JW1BreakdownanddissolutionofpersonObrandrelationships[J]1AdvancesinConsumerResearch,1995,22:663-6671[12]PerrinOMartinenq,D1Theroleofbranddetachmentonthedissolutionoftherelationshipbetweentheconsumerandthebrand[J]1JournalofMarketingManagement,2004,20:1001-10231[13]1:BRI[M]1:,2005:82-89,120-1301[14]1[J]1(),2006,(3):100-1061[15]Thorbjornsen,H,Breivik,E,andSupphellen,M1ConsumerObrandrelationships:Atestofalternativemodels[Z]1ConferencePro2ceedingsofAmericanMarketingAssociation,2002,13:283-2851[16]Ji,MF1Childrensrelationshipswithbrands:TrueloveoroneOnightstand?[J]1Psychology&Marketing,2002,19(4):369-3871[17]Aggarwal,P1Theeffectsofbrandrelationshipnormsonconsumerattitudesandbehavior[J]1JournalofConsumerResearch,2004,31(Jun1):87-1011[18]Park,JW,andKim,KH1Roleofconsumerrelationshipswithabrandinbrandextensions:Someexploratoryfindings[J]1Ad2vancesinConsumerResearch,2001,28:179-1851(:)