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Turning social endorsement into brand passion
Journal of Business Research, 2021Abstract Internet technology has popularized the “like” as a type of social endorsements on social media. Despite the high impact of brand passion on customer behavior and brand performance, questions remain regarding how social endorsement triggers customer desires toward a brand.
Tien Wang +3 more
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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: Based on the dualistic division of harmonious or obsessive brand passion, this study explores the relationship ...
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: Based on the dualistic division of harmonious or obsessive brand passion, this study explores the relationship ...
Chen, Chunxiao +3 more
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Strategic CSR‐brand fit and customers’ brand passion: Theoretical extension and analysis
Psychology & 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.
Faheem Gul Gilal +3 more
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Brand passion: Antecedents and consequences
Journal of Business Research, 2013Abstract This research explores the antecedents and consequences of brand passion. Consumer–brand relationship constructs (brand identification and brand trust) may influence consumers' passion for a brand. Brand passion in turn may influence brand commitment, willingness to pay a higher price for the brand, and positive word of mouth.
Albert, N. +2 more
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The power of brand passion in sports apparel brands
Journal of Product & Brand Management, 2019PurposeThe purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation).
Naser Pourazad, Lara Stocchi, Vipul Pare
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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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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
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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
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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