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首页> 外文会议>Winter Marketing Academic Conference >@Brand to @Brand: New Frontiers in Brand Relationships
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@Brand to @Brand: New Frontiers in Brand Relationships

机译：@brand到@brand：品牌关系的新边疆

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Social media has deepened and broadened marketplace relationships beyond brand-consumer relationships (Fournier, Breazeale, and Fetscherin 2012) into consumer-consumer relationships (Hennig-Thurau 2004; 2010). Recently, the brand-brand dyad has filled a gap in the marketplace we acknowledge as the interbrand relationship. Prior literature has largely focused on the tangible aspects of interbrand relationships, such as brand alliances, co-branding, and brand extensions (Park, Jun, and Shocker 1996; Rao and Ruekert 1994; Simonin and Ruth 1998). However, as consumers also derive meaning from brands' wtangible assets, firms have discovered how to use social media to create new, intangible aspects of interbrand relationships. Brand anthropomorphism (Fitzsimons, Chartrand, and Fitzsimons 2008; Guido and Peluso 2015) morphs a brand's intangible aspects—including its personality, emotions, and language—into a humanlike object for the consumer to relate and communicate with via social media. These communications help balance the tangible dimensions of interbrand relationships.
机译：社交媒体加深和扩大了品牌 - 消费者关系的市场关系（Fournier，Breazeale和Fetscherin 2012）进入消费者 - 消费者关系（Hennig-Thurau 2004; 2010）。最近，品牌品牌Dyad在市场上填补了差距，我们承认成为跨地国关系。先前的文献主要集中在跨地国间关系的实际方面，如品牌联盟，共同品牌和品牌延伸（Park，Jun，Shocker 1996; Rao和Ruekert 1994; Simonin和Ruth 1998）。然而，由于消费者也从品牌的Wtagible资产中得出意义，公司已经发现了如何使用社交媒体来创建非洲地区关系的新无形方面。品牌人类术（Fitzsimons，Chartrand和Fitzsimons 2008; Guido和Peluso 2015）Morphs一个品牌的无形方面 - 包括其个性，情感和语言 - 进入消费者的人类对象，以通过社交媒体与消费者联系和沟通。这些通信有助于平衡非洲地区关系的有形维度。

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