The power of brand passion in sports apparel brands

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).

Strategic CSR‐brand fit and customers’ brand passion: Theoretical extension and analysis

“…The interest in the concept of passion has flourished in recent years among both marketing practitioners and academicians (Pourazad et al, 2019; Gilal et al, 2021). As such Vallerand et al (2003) have introduced a dualistic model of passion (e.g., harmonious and obsessive) for valued activities.…”

“…Both market research practitioners and academic marketing researchers have witnessed a growing interest in capturing customer brand passion (Pourazad et al, 2019). Therefore, research into a marketing realm has noted the importance of brand passion in strengthening positive word‐of‐mouth (Ahn, 2020; Herrando et al, 2017; Swimberghe et al, 2014), improving willingness‐to‐pay a price premium (Albert et al, 2013; Ghorbanzadeh et al, 2020), purchase intentions (Bauer et al, 2007), and brand evangelism (Swimberghe et al 2014).…”

Corporate social responsibility and brand passion among consumers: Theory and evidence

“…Recently, researchers have shown that brands that develop and maintain deep emotional bonds with their consumers can enjoy high brand advocacy (Pourazad, Stocchi, & Pare, 2019) and active brand loyalty (Hemsley‐Brown & Alnawas, 2016), and that may boost willingness to pay a premium pricing (Albert et al, 2013) and positive word‐of‐mouth tendencies (Loureiro, Costa, & Panchapakesan, 2017; Loureiro, Sarmento, & Le Bellego, 2017). Despite increasing interest in brand passion, the exploration into antecedents is marginalized, and only a handful of studies have begun to examine predictors of brand passion.…”

Brand Loyalty at Smartphones Market: Linking Between Brand Passion, Hedonic and Utilitarian Values

“…Study results also show that brand passion has a positive influence on brand loyalty (β=0,683; p<0,001). Studies that Hemsley-Brown and Alnawas (2016), Pourazad et al, (2019) and Albert et al, (2013) carried out this finding. This study also reveals that brand passion mediates the relationship between hedonic value and brand loyalty (β=0,346; p=0,001).…”

“…Study results revealed that brand passion has the most potent influence on brand loyalty compared to the other two components. Pourazad et al (2019) revealed in their study that brand passion had a positive influence on attitudinal brand loyalty to sportswear brands. Study results showed that the positive influence of brand passion on attitudinal brand loyalty was significant.…”