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Strategic CSR‐brand fit and customers’ brand passion: Theoretical extension and analysis
Psychology and Marketing, 2021AbstractPrior research in the brand management realm has broadly captured passion for a brand through brand‐related factors. However, to the authors’ knowledge, how the fit between a brand and its corporate social responsibility efforts (strategic CSR‐brand fit) drive brand passion has been surprisingly ignored.
Justin Paul +2 more
exaly +2 more sources
Journal of Business Research, 2019
Abstract In today's increasingly competitive and dynamic marketplace, achieving brand commitment is one of the ultimate goals for brands. Considering the heightened importance and relevance of brand's ethical perception and its symbolic benefits, the present research examines the impacts of perceived brand ethicality on brand passion and brand ...
Gopal Das +2 more
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Abstract In today's increasingly competitive and dynamic marketplace, achieving brand commitment is one of the ultimate goals for brands. Considering the heightened importance and relevance of brand's ethical perception and its symbolic benefits, the present research examines the impacts of perceived brand ethicality on brand passion and brand ...
Gopal Das +2 more
exaly +2 more sources
Brand passion and its implication on consumer behaviour
International Journal of Business Forecasting and Market Intelligence, 2018This paper tries to investigate the passion in literature and drives its way through theory where passion is a component of love and moves on to passion being a component of consumer behaviour in marketing, i.e., brand passion. Passion has been studied with regard to the intensity to love. This paper picks up the triangular theory of love by Sternberg (
Christine D', N.A. lima
exaly +3 more sources
Journal of Product and Brand Management
Purpose This paper aims to investigate whether consumers’ identification with a brand community makes them more likely to engage in compulsive buying behavior. Specifically, this research shows that consumers are more likely to experience obsessive passion for brands they identify with if they are also part of brand communities, which, in turn, makes ...
Arnold Japutra, Luis Arango
exaly +3 more sources
Purpose This paper aims to investigate whether consumers’ identification with a brand community makes them more likely to engage in compulsive buying behavior. Specifically, this research shows that consumers are more likely to experience obsessive passion for brands they identify with if they are also part of brand communities, which, in turn, makes ...
Arnold Japutra, Luis Arango
exaly +3 more sources
Human Systems Management, 2022
BACKGROUND: The internet environment brings many challenges to brands through its intangibility, uncertainty, and information complexity. Inspiring consumers’ brand passion is the key to brand success in the internet environment. OBJECTIVE:
Chen, Chunxiao +3 more
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BACKGROUND: The internet environment brings many challenges to brands through its intangibility, uncertainty, and information complexity. Inspiring consumers’ brand passion is the key to brand success in the internet environment. OBJECTIVE:
Chen, Chunxiao +3 more
openaire +1 more source
The Power of Passion: Assessing Antecedents and Outcomes of Brand Passion
2014Nowadays people are increasingly looking out for new opportunities to fill their lives with meaning. Consumers often satisfy this deeply rooted desire through the consumption of material products or the possession of beloved objects (Ahuvia 2005; Wallendorf and Arnould 1988).
Bauer, Hans H. +3 more
openaire +2 more sources
International Academic Journal of Social Sciences, 2022
The main objective of the current study is to verify the role of customer-brand similarity in the brand passion for some brands of smartphones, as the sample study consisted of 296 customers, and therefore the problem of the study was formulated with regard to the relationship between the study variables, as a result of which the objectives of the ...
Maytham Abed Kareem Al-Afridawi +1 more
openaire +1 more source
The main objective of the current study is to verify the role of customer-brand similarity in the brand passion for some brands of smartphones, as the sample study consisted of 296 customers, and therefore the problem of the study was formulated with regard to the relationship between the study variables, as a result of which the objectives of the ...
Maytham Abed Kareem Al-Afridawi +1 more
openaire +1 more source
Business Perspectives and Research, 2022
Brand passion is a consumer construct that has garnered a lot of attention in the recent past. The literature on brand passion is divided by two broad conceptualizations, which have resulted in nomological inconsistency. The present research tackles this conceptual disagreement by identifying and contrasting the two broad conceptualizations of brand ...
Vivek Pani Gumparthi +2 more
openaire +1 more source
Brand passion is a consumer construct that has garnered a lot of attention in the recent past. The literature on brand passion is divided by two broad conceptualizations, which have resulted in nomological inconsistency. The present research tackles this conceptual disagreement by identifying and contrasting the two broad conceptualizations of brand ...
Vivek Pani Gumparthi +2 more
openaire +1 more source
Fans club brand relationship: football passion
International Journal of Business and Globalisation, 2014Football fans are consumers with a special behaviour with their football club brand. Football is the most popular sport in the world. Demographically, organisations worldwide are becoming increasingly homogeneous. The main aim of this study is to explore why football fans are willing to do some kind of sacrifices in order to continue their relationship
Cayolla, R., Loureiro, S. M. C.
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Social media marketing and customers’ passion for brands
Marketing Intelligence & Planning, 2019PurposeThe modern-day digital marketers use social media as a tool for brand awareness and customer engagement. However, whether social media marketing can actually impact deeper into the users’ emotional level and instigate purchase intention is a popular moot point.
openaire +1 more source