The effects of communicating passion in advertising: How messages like “We Love What We Do!” shape people’s product and brand evaluations

Micael Dahlen, Helge Thorbjørnsen, Jonas Colliander, Sara Rosengren, Alice Gemvik, and Christian Thorwid

In advertising, brands often communicate passion through statements such as, “We love what we do.” This study tests whether such communication of passion positively influences consumers’ product and brand evaluations.
Dahlen et al

MANAGEMENT SLANT

  • Communicating brand passion by, for example, stating, “We love what we do,” in advertising boosts consumers’ product and brand evaluation.
  • The effect of brand passion on consumer response is mediated by both perceived brand effort and emotional contagion.
  • By using brand-passion statements in advertising, brands effectively can signal brand effort and increase consumers’ positive emotions.

INTRODUCTION

Steve Jobs once said, “The only way to do great work is to love what you do.” Those words not only...

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