IDEAS home Printed from https://ideas.repec.org/a/ids/ijbfmi/v4y2018i1p30-42.html
   My bibliography  Save this article

Brand passion and its implication on consumer behaviour

Author

Listed:
  • Christine D'lima

Abstract

This paper tries to investigate the passion in literature and drives its way through theory where passion is a component of love and moves on to passion being a component of consumer behaviour in marketing, i.e., brand passion. Passion has been studied with regard to the intensity to love. This paper picks up the triangular theory of love by Sternberg (1986, 1997) to probe into the meaning of passion. While tracing this component the paper gradually progresses to how passion becomes a part of consumer behaviour and hence the passion extended to the brand. Thus, brand passion tantamount to the keenness, the fascination or even the fixation of a consumer for the beloved brand. Further, the author tries to outline a conceptual model with the antecedents to brand passion, i.e., loyalty, satisfaction and trust and the outcome of passion being word of mouth.

Suggested Citation

  • Christine D'lima, 2018. "Brand passion and its implication on consumer behaviour," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 4(1), pages 30-42.
    • Handle: RePEc:ids:ijbfmi:v:4:y:2018:i:1:p:30-42
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=88627
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbfmi:v:4:y:2018:i:1:p:30-42. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=156 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.