Brand passion: Antecedents and consequences
Abstract
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...
Paper Details
Title
Brand passion: Antecedents and consequences
Published Date
Jul 1, 2013
Journal
Volume
66
Issue
7
Pages
904 - 909
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History