2Blackston, M. Observations: Building brand equity by managing the brand's relationships[J].Journal of Advertising Research, 1992, (May/Jun.) : 79-83.
3McAlexander, J H, Schouten, J W, and Koenig, H F. Building brand community[J]. Journal of Marketing, 2002, 66(Jan. ): 38- 54.
4Bengtsson, A. Towards a critique of brand relationships[J].Advances in Consumer Research, 2003, 30: 154-158.
5Fournier, S. Consumers and their brands: Developing relationship theory in consumer research[J].Journal of Consumer Research, 1998, 24(Mar. ): 343-373.
6Monga, A B.Brand as a relationship partner, gender differences in perspectives[J]. Advances in Consumer Research,2002, 29: 36-41.
8Esealas, J E, and Bettman, J R. You are what they eat, the influence of reference groups on consumers'connections to brands[J]. Journal of Consumer Psychology, 2003, 13(3) : 339-348.
9Aaker, J, Fournier, S, and Brasel,S A. When good brands do bad[J]. Journal of Consumer Research,2004, 31(Jun. ) : 1-16.
10Thorbjornsen, H, et al. Building brand relationships online: A comparison of two interactive applications[J]. Journal of Interactive Marketing, 2002, 16(3) : 17-34.