The power of brand passion in sports apparel brands. Issue 5 (23rd October 2019)

• Record Type: Journal Article
• Authors: Pourazad, Naser; Stocchi, Lara; Pare, Vipul
• Is Part Of: Journal of product & brand management. Volume 29:Issue 5(2020)
• Page Start: 547
• Page End: 568
• Publication Date: 2019-10-23
• Subjects: Consumer–Brand relationship -- Brand passion -- Attitudinal brand loyalty -- Iranian consumers -- Sports apparel brands; New products -- Management -- Periodicals; New products -- Marketing -- Periodicals; Branding (Marketing) -- Periodicals; Advertising -- Brand name products -- Periodicals; 658.8
• DOI: 10.1108/JPBM-12-2018-2164
• Languages: English
• ISSNs: 1061-0421

Abstract

Abstract : Purpose: The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers. Design/methodology/approach: This study is based on the analysis of survey data gathered online and face-to-face from a sample of Iranian consumers of sports apparel brands that were analysed using partial least square path modelling. Findings: The key empirical findings obtained confirm that brand passion underpins attitudinal brand loyalty and several important brand-related outcomes. Furthermore, the findings show that attitudinal brand loyalty explains the impact of brand passion on most of the outcomes considered, except for social media following. Research limitations/implications: This study advances knowledge of brand passion by illustrating its "power" as a strong nuance of relationships between consumers and brands. In particular, this study highlights the importance of brand passion in shaping attitudinal brand loyalty, as well as a driver of several outcomes of theoretical and managerial relevance. Practical implications: By establishing strategies aimed at enhancing brand passion, brand managers can increase attitudinal brand loyalty, attain important goals such as brand advocacy, premium price and social media following, as well as the devaluation of competing brands. Originality/value: This study uses a unidimensional theorisation of brand passion to increase the understanding of its role as predictor of attitudinal brand loyalty and driver of relevant outcomes. It also examines the mediating effect of attitudinal brand loyalty, thus illustrating important conceptual links between brand passion and brand loyalty in the context of sports apparel brands in a growing economy (Iran).