کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1017870 | 940319 | 2013 | 6 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Brand passion: Antecedents and consequences Brand passion: Antecedents and consequences](/preview/png/1017870.png)
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. A partial least squares structural equation model applied to data collected from a representative sample of 1505 study participants demonstrates that brand passion depends on brand identification and brand trust. Consumer's passion for a brand has great managerial relevance and a direct effect on word of mouth and commitment, as well as an indirect effect on willingness to pay a higher price, as mediated by commitment.
Journal: Journal of Business Research - Volume 66, Issue 7, July 2013, Pages 904–909