In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to prov...

This paper highlights some confusion in the marketing literature concerning virtual communities of consumers which are initiated by companies in their web sites. Some researches in Marketing tend, indeed, to design any community within the official Website of the brand as a B2C virtual brand community. However, the paper notes that the passion to the brand, which is an essential characteristic ...

This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. Relying on a combined emic-etic approach, the authors conducted 4 studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across 3 cultur...

The purpose of this study is to analyze the effect Social Media Marketing on Customer Purchase Intentions. data used in were obtained directly from distributing online. number respondents was 115 people. results testing hypothesis indicate that: Firm- Created Communication has a positive and significant User-Generated Communication,and Brand Passion. Meanwhile, no also show that Passion Loyalty...

The dual theory of passion indicates harmonious leads to obsessive passion. This study contemplates that brand engagement (harmonious passion) compulsive behavior (obsessive in two ways: social media use and buying. Echoing prior research, we posit three personality traits associated with behaviors—vanity, narcissism, materialism—moderate these relationships, while technostress mediates the eff...

Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate effects of brand passion on consumer purchase intention, explore moderation effect product involvement (i.e.a low-involvement convenience vs. a high-involvement shopping product) in these relationships. Design/methodology/approach: To bridge this gap, we recruited n = 205 young consumers tes...