passion for the brand and consumer brand relationships
TRANSCRIPT
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
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).
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.
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
Brand Passion
Brand Passion Theory
Methodo &
ResultsConclusion
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”.
Brand Passion Models
Brand
Uniqueness
Self
expressive
brand
Word of
Mouth
Prestige of
the brand
Hedonic
Brand
Consumer’s
extraversion
Price
Premium
Purchase
Intention
.024
.64
.039
.010
N.S.
.028
.72
.67
BRAND
PASSION
Brand Passion Models
Extraversion
Openess
Brand
Evangelism
.34
N.S.
.66
.34
BRAND
PASSION
Brand Passion Models
Extraversion
Brand
Identification
Premium
Price
Brand Trust
Brand
Commtiment
WOMBRAND
PASSION
Research’s Hypothesis
Brand
Identification
BRAND
PASSION
- When a consumer identifies to a brand, he develops feeling for it
(Harrison-Walker, 2001)
-A object/brand must be part of the consumer identity to be loved (Ahuvia, 1993)
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
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)
Research’s Hypothesis
Brand
Commtiment
BRAND
PASSION
-Brand Passion and Brand Commitment have never been associated
previously
- Affective constructs (love, attachment) may influence the consumer’s
attitudinal loyalty (Park et al, 2006).
Research’s Hypothesis
WOMBRAND
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)
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)
Research’s Hypothesis
Extraversion
Brand
Identification
Premium
Price
Brand Trust
Brand
Commtiment
WOMBRAND
PASSION
Methodand Results
Brand Passion Theory Method & ResultsConclusion
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%
Brand Passion Model
Extraversion
Brand
Identification
Premium
Price
Brand Trust
Brand
Commtiment
WOM
.722
.331 N.S.
.299
.721
.556
.353
N.S.
.275
.369
BRAND
PASSION
Brand Passion Model
Extraversion
Brand
Identification
Brand Trust
.722
.331 N.S.
BRAND
PASSION
-R² adjusted: 0.594
- Consumer’s extraversion does not influence Brand Passion
(in opposition to Matzler et al., 2007).
Brand Passion Model
Brand
Identification
Brand Trust
Brand
Commtiment
.299
.275
.369
BRAND
PASSION
- R² adjusted: .756
- Brand Passion influences Commitment with a similar magnitude as Brand
Identification and Brand Trust.
Brand Passion Model
Premium
Price
Brand
Commtiment
WOM
.721
.556
.353
N.S.
BRAND
PASSION
- Brand Passion does not influence Willigness to pay more
- Influence of Brand Passion on WOM.
Brand Passion Model
MAIN RESULTS
- 1°) Extraversion does not influence Passion
- 2°) Brand Trust influences Brand Passion
- 3°) Brand Passion influence Brand Commitment
- 4°) Brand Passion does not influence significantly Willingness to Pay More
Extraversion
Brand
Identification
Premium
Price
Brand Trust
Brand
Commtiment
WOM
.722
.331 N.S.
.299
.721
.556
.353
N.S.
.275
BRAND
PASSION
Brand Passion Theory Method &
ResultsConclusion
Conclusion
- 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
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)
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