A new dualistic approach to brand passion: Harmonious and obsessive |
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Authors: | Krist R. Swimberghe Marina Astakhova Barbara Ross Wooldridge |
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Affiliation: | The University of Texas Tyler, 3900 University Blvd, Tyler, TX 75707, United States |
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Abstract: | Brand passion is increasingly seen as the ultimate emotional connection between the consumer and a brand. Limited previous research relied exclusively on Sternberg's triangular interpersonal theory in developing the brand passion concept. This research paper integrates consumer brand identity theory, refines the definition of brand passion, and proposes a dualistic approach to brand passion which distinguishes between two different types of brand passion: harmonious and obsessive. |
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Keywords: | Brand passion Harmonious brand passion Obsessive brand passion Consumer&ndash brand identity theory |
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