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.
