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首页> 外文期刊>Journal of advertising research >The Effects of Communicating Passion in Advertising: How Messages Like 'We Love What We Do!' Shape People's Product and Brand Evaluations
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The Effects of Communicating Passion in Advertising: How Messages Like 'We Love What We Do!' Shape People's Product and Brand Evaluations

机译：在广告中传播激情的影响：诸如“我们爱我们所做的事”之类的信息的方式塑造人们的产品和品牌评价

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摘要

In advertising, brands often communicate passion through statements such as, "We love what we do." This study tests whether such communication of passion positively influences consumers' product and brand evaluations. Data from three experimental studies suggest that the mere statement of brand passion in advertising indeed leads consumers to rate both the product and the brand more positively. In line with theories of advertising signaling and emotional contagion, the positive effects of brand passion seem to be driven by higher perceived brand efforts as well as spillover of passion from the brand to the consumer.
机译：在广告中，品牌经常通过诸如“我们热爱自己的所作所为”之类的陈述传达激情。这项研究测试了这种激情交流是否对消费者的产品和品牌评价产生积极影响。来自三项实验研究的数据表明，仅凭广告中品牌激情的表述确实会使消费者对产品和品牌进行更积极的评价。与广告信号和情感感染的理论相一致，品牌热情的积极影响似乎是由更高的品牌认知度以及热情从品牌到消费者的溢出所驱动的。

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