Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Noel ALBERT
Imène BECHEUR
Dwight MERUNKA
Pierre VALETTE-FLORENCE
How consumers use technology and the impacts on their lives
Passion for the Brand and Consumer Brand Relationships
1. Noel ALBERT – WESFORD Business School (Grenoble – France)
Imène BECHEUR – WESFORD Business School (Grenoble – France)
Dwight MERUNKA – CERGAM/IAE (Aix en Provence – France) & Euromed (Marseille – France)
Pierre VALETTE-FLORENCE – CERAG/ IAE (Grenoble - France)
Passion for the Brand and Consumer
Brand Relationships
2. Introduction
Brands have a major role in consumers’ lives (Ahuvia, 2005;
Fournier, 1998; Wallendorf et al, 1988)
True cult for brands (Belk and Tumbat, 2005)
Consumer’s passion for brands (Bauer et al, 2007; Matzler et al,
2007), activities ( Schouten et al, 1995).
3. Introduction
Only two studies explore the concept of brand passion:
Bauer et al (2007) : influence of brand’s characteristics
Matzler et al (2007) : influence of consumer’s personality
Our objective
To establish that consumer brand relationships constructs
influence or may be influenced by passion for the brand.
4. Structure
1. Brand Passion Theory
- Definitions
- Brand Passion Models
- Research’s Hypothesis
2. Research methodology and Results
- Method
- Results
3. Conclusion
- Contributions
- Limitations
- Future Research
6. Brand Passion
Definitions
Brand passion corresponds to the enthusiasm, the infatuation or even the
obsession of a consumer for a brand.
Bauer et al (2007, p.2190): “a primarily affective, extremely
positive attitude toward a specific brand that leads to
emotional attachment and influences relevant behavioural
factors”
Keh et al (2007, p. 84): “brand passion describes the
zeal and enthusiasm features of consumer brand
relationship”.
Matzler et al. (2007, p.16): “if a consumer is passionate
about a brand, he/she will engage in a much more
emotional relationship with the brand and even miss the
brand or feel loss when the brand is unavailable”.
11. Research’s Hypothesis
Brand Trust
- Brand Trust and Brand Passion have never been associated
- Interpersonal context: trust may favorize the apparition of feelings between
partners (Larzelere and Huston (1980)
-Brand trust may influence Brand Love (Albert et al, 2010), Brand Affect (Chaudhuri
et al, 20001) and Brand Attachment
BRAND
PASSION
12. Research’s Hypothesis
Extraversion
BRAND
PASSION
- Existence of a link between interpersonal passion and extreversion
(Baumeister et al., 1999; White et al., 2004).
- Brand context: two opposite results (Bauer et al, 2007; Matzler et al, 2007)
14. Research’s Hypothesis
WOM
BRAND
PASSION
- Dick et al. (1994) indicated that brand affect leads to positive
word-of-mouth activity
- Brand Passion may influence Word-of-Mouth (Bauer et al, 2007)
15. Research’s Hypothesis
Premium
Price
BRAND
PASSION
-The more a consumer values a brand, the more he/she will accept a price
increase (Aaker, 1991)
- Brand passion may influence the consumer’s acceptance of a higher price
(Bauer et al, 2007; Thomson et al, 2005)
18. Collect through an oline panel
1505 consumers participated to the survey
Use of a SEM (PLS)
Method
n %
Employee 583 38,8%
Executive 197 13,1%
Other 153 10,2%
Middle level manager 147 9,8%
Student 130 8,7%
Inactive, retired 120 8,0%
Unemployed 62 4,1%
Blue collar Worker 61 4,1%
Retailer, small business manager 44 2,9%
Farmer 4 0,3%
Total 1 501 100,0%
25. - Studies on Brand Passion are still scarce
- Brand Passion may also be linked to Brand Relationship Constructs
-No influence of Extraversion on the consumer’s passion
- Passionate consumers may not accept everything from their brands (changes of
image, price, policy, etc.)
Conclusion
26. Conclusion
- Do consumers’, brands or brands relationships’ characteristics impact mostly
Brand Passion?
- Longitudinal study of Brand Passion
- Comparisons of Brand Passion effects with some other affective constructs (Love,
Attachment)
27. Noel ALBERT – WESFORD Business School (Grenoble – France)
Imène BECHEUR – WESFORD Business School (Grenoble – France)
Dwight MERUNKA – CERGAM/IAE (Aix en Provence – France) & Euromed (Marseille – France)
Pierre VALETTE-FLORENCE – CERAG/ IAE (Grenoble - France)
Passion for the Brand and Consumer
Brand Relationships