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首页> 外文期刊>Journal of Business Research >A new dualistic approach to brand passion: Harmonious and obsessive
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A new dualistic approach to brand passion: Harmonious and obsessive

机译：一种新的二元化品牌激情方法：和谐与执着

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摘要

Brand passion is increasingly seen as the ultimate emotional connection between the consumer and a brand. Limited previous research relied exclusively on Sternberg's triangular interpersonal theory in developing the brand passion concept. This research paper integrates consumer brand identity theory, refines the definition of brand passion, and proposes a dualistic approach to brand passion which distinguishes between two different types of brand passion: harmonious and obsessive. Four separate studies confirm the existence of harmonious and obsessive passion in a consumer-brand context and begin to develop a nomological network of both antecedent and outcome variables for each type of brand passion. This research demonstrates that the conceptualization of consumer passion for a brand is much more complex than previously suggested.
机译：品牌激情越来越被视为消费者与品牌之间的终极情感联系。有限的先前研究仅依靠Sternberg的三角人际关系理论来发展品牌激情概念。该研究论文整合了消费者品牌认同理论，完善了品牌激情的定义，并提出了一种对品牌激情的二元化方法，该方法区分了两种不同类型的品牌激情：和谐和强迫。四项单独的研究证实了消费者品牌环境中和谐和强迫性情感的存在，并开始针对每种类型的品牌激情开发一个既有先因变量又有结果变量的法则网络。这项研究表明，消费者对品牌激情的概念化要比以前建议的复杂得多。

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