我不能放弃激情:比较品牌激情的人际概念和个人概念

Q2 Business, Management and Accounting

Business Perspectives and Research Pub Date : 2022-06-17 DOI:10.1177/22785337221105701

Vivek Pani Gumparthi, Vamsidhar Ambatipudi, Amandeep Singh Narang

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引用次数: 2

摘要

品牌激情是一种消费者结构，在最近的一段时间里引起了很多关注。关于品牌激情的文献被两个宽泛的概念划分，这导致了法理上的不一致。本研究通过识别和对比品牌激情的两个广义概念来解决这一概念分歧。在这方面，目前的研究比较了品牌热情对消费者幸福感、正面口碑和社交媒体关注的影响。该研究还考察了“使用期限”作为调节因素对拟议关系的作用。使用结构方程模型对336个回答进行了分析，结果表明人际概念化是一种更好的概念化。该研究还阐明了研究的意义和未来的研究方向。

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I Cannot Let Go of the Passion: Comparing the Interpersonal and Intrapersonal Conceptualizations of Brand Passion

Brand passion is a consumer construct that has garnered a lot of attention in the recent past. The literature on brand passion is divided by two broad conceptualizations, which have resulted in nomological inconsistency. The present research tackles this conceptual disagreement by identifying and contrasting the two broad conceptualizations of brand passion. In this vein, the current study compares the impact of brand passion on consumer well-being, positive word of mouth, and social media following. The study also examines the role of “duration of use” as a moderator on the proposed relationships. A total of 336 responses were analyzed using structural equation modeling, and the findings indicate that interpersonal conceptualization is a better conceptualization. The study also elucidates implications and future research directions.

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来源期刊

Business Perspectives and Research Business, Management and Accounting-Business and International Management

CiteScore

5.00

自引率

0.00%

发文量

期刊介绍： Business Perspectives and Research (BPR) aims to publish conceptual, empirical and applied research. The empirical research published in BPR focuses on testing, extending and building management theory. The goal is to expand and enhance the understanding of business and management through empirical investigation and theoretical analysis. BPR is also a platform for insightful and theoretically strong conceptual and review papers which would contribute to the body of knowledge. BPR seeks to advance the understanding of for-profit and not-for-profit organizations through empirical and conceptual work. It also publishes critical review of newly released books under Book Review section. The aim is to popularize and encourage discussion on ideas expressed in newly released books connected to management and allied disciplines. BPR also periodically publishes management cases grounded in theory, and communications in the form of research notes or comments from researchers and practitioners on published papers for critiquing and/or extending thinking on the area under consideration. The overarching aim of Business Perspectives and Research is to encourage original/innovative thinking through a scientific approach.