Results 261 to 270 of about 180,484 (281)

Brand passion and its implication on consumer behaviour

International Journal of Business Forecasting and Marketing Intelligence, 2018
This 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
openaire   +2 more sources

Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality

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, James Agarwal, Naresh K. Malhotra, Geetika Varshneya   +3 more
openaire   +1 more source

Social media marketing and customers’ passion for brands

Marketing Intelligence & Planning, 2019
PurposeThe 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.
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Brand Citizenship Behavior, Brand Leadership, Brand Passion, Isfahan, SEM

Social Studies in Tourism, 2023
amirreza konjkav monfared, saeid saeida ardakani, farzaneh zarabkhaneh   +2 more
openaire   +1 more source

Actual and ideal-self congruence and dual brand passion

Journal of Consumer Marketing, 2017
Purpose The aim of this study is to explore the relationships between actual (ASC) and ideal self-congruence (ISC) and harmonious (HBP) and obsessive brand passion (OBP). Design/methodology/approach Study 1 uses a sample collected via Amazon’s Mechanical Turk to test a baseline conceptual model which links ASC and ISC to HBP and OBP. Study 2 employs
Marina Astakhova, Krist R. Swimberghe, Barbara Ross Wooldridge   +2 more
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Demystifying the Antecedents of Brand Advocacy : Mediating the Role of Brand Love and Brand Passion

Indian Journal of Marketing, 2022
Susobhan Goswami, Nataraj Balasubramanian   +1 more
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Passion Branding

2023
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Creating Passion Brands

Journal of Brand Management, 2005
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Creating Passion Brands: Getting to the Heart of Branding

Journal of Product & Brand Management, 2006
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Global Branding and Country of Origin. Creativity and Passion

2016
Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environment, business and customers are increasingly developing multi-faceted relationships nurtured by global drivers, such as international brands, but also by embedded elements, such the impact of ...
AIELLO, Gaetano, Raffaele Donvito, VESCOVI, Tiziano   +2 more
openaire   +1 more source