Results 261 to 270 of about 181,245 (295)
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Actual and ideal-self congruence and dual brand passion
Journal of Consumer Marketing, 2017Purpose 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 +2 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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Brand passion: a systematic review and future research agenda
Journal of Brand Management, 2023Faheem Gul Gilal +4 more
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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
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Brand passion and its implication on consumer behaviour
International Journal of Business Forecasting and Marketing 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
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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.
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Brand Citizenship Behavior, Brand Leadership, Brand Passion, Isfahan, SEM
Social Studies in Tourism, 2023amirreza konjkav monfared +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, 2022Susobhan Goswami +1 more
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