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Brand passion: Antecedents and consequences

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  • Albert, Noel
  • Merunka, Dwight
  • Valette-Florence, Pierre

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.

Suggested Citation

  • Albert, Noel & Merunka, Dwight & Valette-Florence, Pierre, 2013. "Brand passion: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(7), pages 904-909.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:7:p:904-909
    DOI: 10.1016/j.jbusres.2011.12.009
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