Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran

As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create passionate brands, e.g. by using emotional advertising messages. Although the role of emotions is frequently discussed in marketing literature, the causalities of brand passion are rudime...

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Autores principales:	Davood Ghorbanzadeh, Hamidreza Saeednia, Atena Rahehagh
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	brand passion brand identification brand trust positive wom smartphone Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/eaeabe25c9144df0b5e38051a34ec7a8
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spelling	oai:doaj.org-article:eaeabe25c9144df0b5e38051a34ec7a82021-12-02T14:41:50ZAntecedents and consequences of brand passion among young smartphone consumers: evidence of Iran2331-197510.1080/23311975.2020.1712766https://doaj.org/article/eaeabe25c9144df0b5e38051a34ec7a82020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1712766https://doaj.org/toc/2331-1975As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create passionate brands, e.g. by using emotional advertising messages. Although the role of emotions is frequently discussed in marketing literature, the causalities of brand passion are rudimentarily analyzed in empirical research. The aim of this study is investigating the antecedents (affective brand experience, brand prestige, brand identification and, brand trust) and consequences (positive word of mouth and willingness to pay price premium) passion to Smartphone brands among young consumers. The research model was tested using data convenient sampling collected from students of Azad University in Tehran City. The numbers of valid observations were 384. Structure equation modeling using Lisrel 8.80 software was used to verify and validate the research model. The results revealed that affective brand experience, brand identification, and brand trust (as important antecedents) has a positive and significant impact on brand passion. In addition, brand prestige has not a positive impact on brand passion. Finally, brand passion has a positive and significant impact on positive word of mouth and willingness to pay a higher price for the brand.Davood GhorbanzadehHamidreza SaeedniaAtena RahehaghTaylor & Francis Grouparticlebrand passionbrand identificationbrand trustpositive womsmartphoneBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	brand passion brand identification brand trust positive wom smartphone Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	brand passion brand identification brand trust positive wom smartphone Business HF5001-6182 Management. Industrial management HD28-70 Davood Ghorbanzadeh Hamidreza Saeednia Atena Rahehagh Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran
description	As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create passionate brands, e.g. by using emotional advertising messages. Although the role of emotions is frequently discussed in marketing literature, the causalities of brand passion are rudimentarily analyzed in empirical research. The aim of this study is investigating the antecedents (affective brand experience, brand prestige, brand identification and, brand trust) and consequences (positive word of mouth and willingness to pay price premium) passion to Smartphone brands among young consumers. The research model was tested using data convenient sampling collected from students of Azad University in Tehran City. The numbers of valid observations were 384. Structure equation modeling using Lisrel 8.80 software was used to verify and validate the research model. The results revealed that affective brand experience, brand identification, and brand trust (as important antecedents) has a positive and significant impact on brand passion. In addition, brand prestige has not a positive impact on brand passion. Finally, brand passion has a positive and significant impact on positive word of mouth and willingness to pay a higher price for the brand.
format	article
author	Davood Ghorbanzadeh Hamidreza Saeednia Atena Rahehagh
author_facet	Davood Ghorbanzadeh Hamidreza Saeednia Atena Rahehagh
author_sort	Davood Ghorbanzadeh
title	Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran
title_short	Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran
title_full	Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran
title_fullStr	Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran
title_full_unstemmed	Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran
title_sort	antecedents and consequences of brand passion among young smartphone consumers: evidence of iran
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/eaeabe25c9144df0b5e38051a34ec7a8
work_keys_str_mv	AT davoodghorbanzadeh antecedentsandconsequencesofbrandpassionamongyoungsmartphoneconsumersevidenceofiran AT hamidrezasaeednia antecedentsandconsequencesofbrandpassionamongyoungsmartphoneconsumersevidenceofiran AT atenarahehagh antecedentsandconsequencesofbrandpassionamongyoungsmartphoneconsumersevidenceofiran
_version_	1718389905269194752

Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran

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