Abstract Advertising both builds upon and benefits from the relationship between consumers and brands. In three longitudinal studies this research explores the cultivation and effects of this relationship and demonstrates that, when consumers are in an exchange relationship with a brand, ownership duration leads to higher self–brand connection, which subsequently translates into heightened brand valuation. In contrast, this effect is not observed for consumers in a communal brand relationship (Study 1). Further, results show that brand singularization, operationalized as content strategies that engage consumers to provide product reviews (Study 2) or to create consumer-generated advertisements (Study 3), enhances the effect of brand relationship norms, especially when the norm is exchange in nature. Our findings provide important insights to help advertisers design advertising campaigns that use brand relationship norms and singularization to engage consumers and subsequently increase brand valuation.

中文翻译：

---

导航关系规范：探索内容策略如何随着时间的推移提高品牌价值

摘要广告既建立在消费者与品牌之间的关系上，又从中受益。在三项纵向研究中，这项研究探索了这种关系的形成和影响，并表明，当消费者与品牌建立交换关系时，所有权持续时间会导致更高的自品牌联系，从而转化为更高的品牌价值。相反，对于公共品牌关系中的消费者而言，没有观察到这种效果（研究1）。此外，结果表明，将品牌单一化作为内容战略来实施，可以使消费者参与以提供产品评论（研究2）或制作消费者生成的广告（研究3），从而增强品牌关系规范的效果，尤其是当规范在性质。