..., brand passion and brand addiction (Study 2), which shape the relationship between human brands as masstige brands and key consumer behaviours, including loyalty and compulsive buying. Design/methodology/approach The qualitative study (Study 1) used Leximancer software to conduct content analysis...

... for a brand then should develop if the brand plays an important role in the consumers’ identity construction. It is uncertain whether brand identification will result in harmonious or obsessive brand passion. This uncertainty is a consequence of the dual nature of brand identification, where the brand...

...Amy Wong; Yu-Chen Hung Purpose This paper aims to examine the antecedents of brand passion and brand community commitment, namely, self-congruity and athlete attraction, as well as their effects on online brand advocacy in online brand communities. Design/methodology/approach The sample...

...Naser Pourazad; Lara Stocchi; Vipul Pare Purpose The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium...

... invariance and nomological validity of the four product design dimensions. Finally, the effects of these product design dimensions on harmonious and obsessive brand passion were assessed. The results show that the affective and reflective dimensions appear to be prominent for capturing the obsessive brand...