Vivek Pani Gumparthi, Vamsidhar Ambatipudi, Amandeep Singh Narang
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引用次数: 2
Abstract
Brand passion is a consumer construct that has garnered a lot of attention in the recent past. The literature on brand passion is divided by two broad conceptualizations, which have resulted in nomological inconsistency. The present research tackles this conceptual disagreement by identifying and contrasting the two broad conceptualizations of brand passion. In this vein, the current study compares the impact of brand passion on consumer well-being, positive word of mouth, and social media following. The study also examines the role of “duration of use” as a moderator on the proposed relationships. A total of 336 responses were analyzed using structural equation modeling, and the findings indicate that interpersonal conceptualization is a better conceptualization. The study also elucidates implications and future research directions.
期刊介绍：
Business Perspectives and Research (BPR) aims to publish conceptual, empirical and applied research. The empirical research published in BPR focuses on testing, extending and building management theory. The goal is to expand and enhance the understanding of business and management through empirical investigation and theoretical analysis. BPR is also a platform for insightful and theoretically strong conceptual and review papers which would contribute to the body of knowledge. BPR seeks to advance the understanding of for-profit and not-for-profit organizations through empirical and conceptual work. It also publishes critical review of newly released books under Book Review section. The aim is to popularize and encourage discussion on ideas expressed in newly released books connected to management and allied disciplines. BPR also periodically publishes management cases grounded in theory, and communications in the form of research notes or comments from researchers and practitioners on published papers for critiquing and/or extending thinking on the area under consideration. The overarching aim of Business Perspectives and Research is to encourage original/innovative thinking through a scientific approach.
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