Brand passion: Antecedents and consequences

Noel Albert, Dwight Merunka and Pierre Valette-Florence

Journal of Business Research, 2013, vol. 66, issue 7, 904-909

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 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.

Keywords: Brand passion; Brand commitment; Brand trust; Brand identification; Partial least squares (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (63)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:7:p:904-909

DOI: 10.1016/j.jbusres.2011.12.009

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