DESIGNING BRAND PASSION DIMENSIONS FORMING ON THE BASIS OF CONSUMER– BRAND IDENTITY AND CONSUMER— BRAND RELATIONSHIP THEORIES

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KHODDAMI SOHEILA; OSANLOU BAHAREH

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2017 | Volume:4 | Issue:8 Page(s): 13-19

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Information Journal Paper

Title

DESIGNING BRAND PASSION DIMENSIONS FORMING ON THE BASIS OF CONSUMER– BRAND IDENTITY AND CONSUMER— BRAND RELATIONSHIP THEORIES

Author(s)

KHODDAMI SOHEILA | OSANLOU BAHAREH | Issue Writer Certificate

Keywords

BRAND PASSION

HARMONIOUS BRAND PASSION

OBSESSIVE BRAND PASSION

CONSUMER–BRAND IDENTITY THEORY

CONSUMER–BRAND RELATIONSHIP THEORY

Abstract

BRAND PASSION is increasingly seen as the ultimate emotional connection between a consumer and a brand. Previous BRAND PASSION research is inadequate and the most of the studies consider the BRAND PASSION as a one-dimension variable, but evidences of contention among these studies indicate that BRAND PASSION is not one-dimensional, but is rather a complex phenomenon that may include interrelated, yet distinct components, resulting in different relationships with other variables. In this study, which based on Sternberg theory of love and Swimberg study, a dual approach was applied to conceptualize BRAND PASSION construct and harmonious BRAND PASSION and obsessive BRAND PASSION as two dimensions of it are considered. Since previous studies of BRAND PASSION have one-dimensional view to drivers of it, in the present study two views, namely consumer– brand link and consumer– brand identity, were integrated to introduce antecedents of BRAND PASSION. According to these, the research model was introduced and tested. The statistical results have confirmed the model. In regard of objective, the research is a practical one, and according to the method, is descriptive-survey. The statistical population of the study is students of Tehran universities and sampling method is simple random. The model is tested by structural equations modeling, and statistical results of model and its fitness is verified. The results of consumer-brand identity view show that consumers who think brands have an effect on incremental growth of their identity, experience an increase in obsessive or harmonious BRAND PASSION. The results of consumer– brand relationship view show that brand identification have a greater effect on the obsessive BRAND PASSION

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APA: Copy

KHODDAMI, SOHEILA, & OSANLOU, BAHAREH. (2017). DESIGNING BRAND PASSION DIMENSIONS FORMING ON THE BASIS OF CONSUMER– BRAND IDENTITY AND CONSUMER— BRAND RELATIONSHIP THEORIES. JOURNAL OF BRAND MANAGEMENT, 4(8 ), 13-19. SID. https://sid.ir/paper/267509/en

Vancouver: Copy

KHODDAMI SOHEILA, OSANLOU BAHAREH. DESIGNING BRAND PASSION DIMENSIONS FORMING ON THE BASIS OF CONSUMER– BRAND IDENTITY AND CONSUMER— BRAND RELATIONSHIP THEORIES. JOURNAL OF BRAND MANAGEMENT[Internet]. 2017;4(8 ):13-19. Available from: https://sid.ir/paper/267509/en

IEEE: Copy

SOHEILA KHODDAMI, and BAHAREH OSANLOU, “DESIGNING BRAND PASSION DIMENSIONS FORMING ON THE BASIS OF CONSUMER– BRAND IDENTITY AND CONSUMER— BRAND RELATIONSHIP THEORIES,” JOURNAL OF BRAND MANAGEMENT, vol. 4, no. 8 , pp. 13–19, 2017, [Online]. Available: https://sid.ir/paper/267509/en

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