Brand passionate consumption: What is it? How does it work?

Abstract

The concept of brand passion has only been proposed for several years and related research has just begun. This research deepens previous brand passion research results and proposes and confirms the existence of brand passionate consumption. Through empirical research, this thesis aims to study the mechanism of brand passionate consumption in current Chinese market. By emphasizing the studying of brand passionate consumption formation factors, exploring the levels of brand core value, experience and loyalty towards brand passionate consumption from consumers, and understanding brand core value and experience connotation based on previous research, the thesis refines brand experience structural dimension, analyzes the influence from brand core value, and analyzes the mediating variable effect of brand experience and brand loyalty while discussing brand core value to brand passionate consumption.