期刊
JOURNAL OF BUSINESS RESEARCH
卷 66, 期 7, 页码 904-909出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2011.12.009
关键词
Brand passion; Brand commitment; Brand trust; Brand identification; Partial least squares
类别
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. (C) 2012 Elsevier Inc. All rights reserved.
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